In The Style is a UK-based online fashion retailer selling women’s clothing and accessories.

The brand was founded by Adam Frisby in Manchester in 2013 with an initial investment of £1,000. As of March 2021, when the company became publicly traded, it was valued at approximately £105 million. Its clothes are now shipped to 180 countries around the globe, and over 1.6 million different customers have placed orders.

Its goal is to empower customers to be “brave, embrace body confidence and most of all, love themselves for who they are”. It also focuses on being sustainable.

In 2019, the brand became the subject of a six-part BBC documentary titled ‘Breaking Fashion’. It offered a behind the scenes look into how the organisation is run and and also gave an insight into social media influencers such as Dani Dyer and Emily Atack. Working with influencers is a key part of the retailer’s marketing campaign. It has also since collaborated with the likes of Olivia Buckland, Jacqueline Jossa and Gemma Collins

In May 2017, In The Style received significant investment from private equity firm, Livingbridge. 

Founder Adam Frisby has stated he has retained a majority stake in the company.  In March 2021, the company became publicly traded on the London Stock Exchange

In The Style Products and Services

• Women’s clothing
• Beauty
• Homeware
• Shoes and Accessories
• Collaborations