In The Style in Giovanna Fletcher collab

By

Nigel TAYLOR

Published
Mar 13, 2023

It seems to be business as usual for In The Style. The influencer-led fashion retailer, which was sold last week for £1.2 million, has signed a brand partnership with Giovanna Fletcher, with the I’m a Celebrity winner selling her ‘Happy Mum, Happy Baby’ womenswear range on the site.

 
The range was designed and developed by an all-female team of mothers at both In the Style and Happy Mum, Happy Baby while featuring “compelling words and slogans inspired by real mums”.
 
The brand was established by Fletcher in early 2017 and has grown its following, with its podcast ranked in the top three parenting podcasts on Apple in the UK, according to In the Style.

Adam Frisby, founder and CEO of In The Style, said: “We know lots of mums love In The Style so to bring them this inspiring range from the ultimate motherhood brand is very exciting for us.”
 
Fletcher added that the company “is a perfect partner for us, with its focus on inclusivity and empowering women to be who they want to be.”
 
It’s not Fletcher’s first collaboration with the celebrity having linked up with Regatta last autumn.
 
Last week, In the Style was sold to UK-based private equity firm Baaj Capital for just £1.2 million. The alternative may well have been an administration filing for the brand that saw the business valued at £105 million after its March 2021 stock exchange float.
 
The sale came six weeks after In The Style issued a profit warning that it expected a loss of more than £4 million for last year, as its total revenue dropped 22% in the three months to 31 December.