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In The Style to float on AIM

Two new independent non-executive directors, Nancy Cruickshank and Adam Bellamy, will join the ITS board of directors once the flotation begins

In The Style (ITS) has confirmed its intention to float on AIM, a sub-market of the London Stock Exchange. 

The pure-play e-commerce fashion brand said that admission is expected to take place on 17 March, with investment bank Liberum Capital Limited acting as nominated adviser. 

ITS, which was founded in 2013 by Adam Frisby has delivered £35.4m net sales and £3.6m adjusted EBITDA in the nine months to 31 December 2020. 

The group – which has credited much of its success to brand partnerships with social media influencers – also revealed that sales were up 159% from £13.7m for the nine months to 31 December 2019.

In addition, two new independent non-executive directors, Nancy Cruickshank and Adam Bellamy, will join the ITS board of directors once the flotation begins. 

Cruickshank is a current non-executive director of Flutter Entertainment plc and Allegro Group, while Bellamy is a current non-executive director at Ten Entertainment Group plc and Loungers plc. 

Adam Frisby, founder and CEO of In The Style, said: “I am so proud of the business In the Style has become. We are a fast-growing e-commerce womenswear fashion brand with an innovative influencer collaboration model. 

“Since our launch back in 2013, we have strived to do things differently by ensuring we empower our customers to be brave, embrace body confidence and, most of all, love themselves for who they are.”

He added: “We work closely with social media influencers and celebrity partners who align with our brand values to design and launch authentic collections that are then sold through our proprietary In the Style app, e-commerce website, and selected B2B partners.

“Our collaboration model creates a strong customer connection, drives highly efficient customer acquisition marketing metrics, and gives us exposure to a broad range of customers.”

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