In The Style has unveiled a strategic collaboration with Tesco’s F&F, marking a significant step into physical retail. This development includes a 22-piece summer collection available in 300 Tesco stores across the UK.
- The brand, acquired by Baaj Capital in 2023, is making strides to regain stability and improve its financial standing.
- In The Style aims to diversify its consumer reach, particularly through partnerships and influencer collaborations.
- The company’s summer occasionwear collection is thriving despite initial weather challenges.
- Innovative use of social media platforms plays a vital role in In The Style’s evolving business strategy.
In The Style has taken a notable leap into physical retail through its latest collaboration with Tesco’s F&F, debuting a 22-piece summer clothing collection. This collection, showcased in 300 Tesco stores across the UK, includes items like sequin jackets and satin maxi dresses, available in a diverse size range from 6-22. Founded by Adam Frisby in 2013 and acquired by Baaj Capital in March 2023 for £1.2 million, the brand is now under new ownership and is strategically working towards financial recovery.
The partnership with F&F has been in the works for nine months, focusing on inclusivity and accessibility. In The Style and F&F have collaborated extensively on products, marketing, content creation, and in-store visuals, aiming to create a joint venture rather than a simple wholesale agreement. This approach is expected to attract both existing customers and introduce new ones who may not be as familiar with the brand. Unlike previous endeavors, such as the listing with George in 2021, this venture represents a more integrated collaboration, enhancing consumer engagement both online and in physical spaces.
Despite challenges posed by unpredictable weather, the summer occasionwear collection has performed exceptionally well. Strategic investment in emerging categories like summer knits has proven successful, capitalizing on consumer demands for specific events like weddings and races. The focus remains on connecting with consumers where they are, both digitally and physically, enhancing accessibility to products.
In The Style continues to leverage social media as a powerful tool, utilizing platforms like TikTok and Instagram not only for inspiration but also as search engines. Innovations such as weekly TikTok Live sessions featuring influencers like Charlotte Crosby illustrate the brand’s commitment to fostering a two-way relationship with its audience. This aligns with the broader trend of consumers seeking interactive experiences rather than mere transactions.
Financially, In The Style is on the path to recovery, expecting to return to profitability by March 2024. By shifting focus from top-line sales to net contribution margin, which considers gross margin net of various costs, the company strategically manages marketing spend and promotions. The synergy with Baaj Capital’s expertise further solidifies this stabilization phase, allowing the brand to focus on unit economics that ensure sustainable trading.
In The Style’s strategic initiatives reflect an adaptable approach to growth and engagement, setting the stage for a promising future.
