Fashion brand loved by Stacey Solomon, Alison Hammond and Gemma Atkinson loses more than £1.5m

manchestereveningnews.co.uk:

More than £1.5m has been lost by fashion brand In The Style, which partners with influencers such as Stacey Solomon and Gemma Atkinson, despite its sales rising to record levels.

The pre-tax loss for the 12 months to the end of March 2022 comes after the Salford-headquartered business achieved a profit of £125,000 in the prior 12 months.

Despite the loss the brand's revenue surged by 28% to £57.3m over the same period. In a statement, In The Style said its rise in revenue was "driven by the ongoing expansion and optimisation of the influencer-based business model".

As well as Stacey Solomon and Gemma Atkinson, In The Style also uses influencers such as Jac Jossa, Lorna Luxe and Perrie Sian as well as TV presenter Alison Hammond. READ MORE: How Manchester's weather helped bring fast fashion giants to the city During the year its marketing costs increased by 42% to £7.1m with the majority of costs relating to influencer commissions on collaborations.