A MAJOR online fashion brand known for its celebrity collaborations is reportedly on the brink of collapse. Struggling retailer In The Style is on the brink of insolvency and set to call in administrators. It's understood that FTS Recovery is being lined up to act as administrator to the company, which was founded by Adam Frisby in 2013, according to Sky News. A source added that a pre-pack insolvency potentially involving Baaj Capital was one possible outcome from the process.
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Founded in 2013 by Adam Frisby, the company differentiated itself through a pioneering influencer collaboration model. This involves partnering with social media personalities and celebrities to create and promote exclusive clothing lines. This strategy proved initially successful, leading to rapid growth and a £105million IPO in March 2021. Several influencers have been key to In The Style's marketing efforts. Early collaborations included reality TV star Lauren Pope from The Only Way is Essex.
