In The Style unveils plans for London float, as fashion firm says more partnerships with influencers to come

Online fashion retailer In The Style has unveiled plans to float on London’s AIM market, in a move that could value the womenswear firm at over £100 million.

The company, which is known for collections it has created and launched with celebrities, such as actress Jacqueline Jossa, said admission is expected to take place on or around March 17.

Chief executive Adam Frisby, who founded the company in 2013, said: “We have a fast-growing customer base, a highly relevant brand and a pipeline or exciting initiatives. We are confident that we can build on our strong foundation to achieve our growth plans."

The firm said it expects to continue to win more customers, helped by seven new partnerships agreed with influencers due to launch in 2021, “as well as one of its most exciting influencers to date who is expected to launch in April”.

Future plans include investing more in tech, moving to a larger warehouse, and eyeing potential international expansion.