In The Fashion, the fast-growing e-commerce womenswear style model with an modern influencer collaboration mannequin, broadcasts the intention to hunt admission of the Firm’s bizarre shares to buying and selling on AIM, a market of the London Inventory Change.
In The Fashion is a pure-play e-commerce style model with a loyal, rising buyer base of girls predominantly aged between 16 and 35. Based in 2013 by entrepreneur Adam Frisby, In The Fashion champions feminine empowerment, inclusivity, physique confidence and actual magnificence. The model has innovated a differentiated influencer collaboration mannequin – which sees it work with influencers on a long-term foundation to collaboratively design, develop and promote branded style collections – as an genuine and cost-effective solution to drive buyer engagement and gross sales.
In The Fashion can be happy to announce that two new, unbiased non-executive administrators, Nancy Cruickshank and Adam Bellamy, will be a part of the In The Fashion Board of Administrators on Admission. Cruickshank is a serial expertise entrepreneur and present non-executive director of Flutter Leisure plc and Allegro Group amongst others whereas Bellamy is a present non-executive director at Ten Leisure Group plc and Loungers plc amongst others.
The administrators of the Firm consider that ITS has the next key strengths:
ITS is a longtime model working within the fast-growing e-commerce style market with important additional progress potential
- ITS operates within the massive, UK Womenswear Market through which the net gross sales component is critical and quick rising.
- The Group has delivered unbroken income progress since inception in 2013 and is now a longtime model throughout the UK e-commerce style market, having delivered £41.0 million web gross sales within the 12 months to 31 December 2020.
ITS has an modern and differentiated influencer collaboration mannequin
- Nearly all of ITS’s progress has been delivered by way of genuine collaborations with a rising group of influencers with excessive ranges of engagement with their audiences on social media platforms.
- The collaboration mannequin drives a highly-efficient, low price advertising and marketing mannequin the place ITS shares the chance and reward of the collaborations by way of royalties linked to the business success of particular person influencer’s ranges.
A rising lively buyer base, who’re more and more returning to buy extra incessantly
- The Group has an lively buyer base of 0.7m prospects as at 31 December 2020, up 61 per cent. when in comparison with the prior yr. Whereas authorities restrictions because of the COVID-19 pandemic elevated the proportion of potential prospects purchasing on-line, the expansion in new prospects has been pushed by various enterprise and product methods together with the enlargement of its product ranges and a rise within the frequency of collaboration launches.
- ITS expects to proceed to drive additional new buyer acquisition particularly resulting from seven new partnerships agreed with influencers resulting from launch in 2021 in addition to one in every of its most fun influencers thus far who is anticipated to launch in April 2021.
A well-invested expertise platform that is able to scale
- ITS has developed an e-commerce and digital advertising and marketing platform to serve its distinctive e-commerce mannequin, designed to scale quickly and effectively to course of the appreciable load variances brought on by excessive frequency of Collaboration Launches (as outlined under).
- The Group has developed proprietary programs, together with the client app, launched in 2019, which was designed to enhance buyer retention and buy frequency. The proprietary app has resulted in larger conversion charges versus the earlier third-party app and the cell web site and has been a key driver of latest income progress.
Skilled and confirmed senior administration group, with an entrepreneurial tradition
- Collectively, ITS’s senior administration convey a wealth of expertise from throughout the net style trade and underneath the stewardship of an skilled Board of Administrators, administration are effectively positioned to propel the enterprise forwards.
ITS is an genuine, campaigning model which goals to be a champion of feminine empowerment
- ITS is a campaigning model and trade champion for feminine empowerment, physique confidence and actual magnificence. Inclusivity is on the core of the ITS model, which actively promotes merchandise for a variety of physique sorts and types.
- In addition to being basic attributes of the Group’s model identification and acknowledged enterprise mission, ITS goals to make use of its model values and profile as a pressure for good. In 2019, the Group grew to become one of many first main style manufacturers to decide to cease utilizing retouched photos, embracing physique confidence and actual magnificence.
ESG is excessive on the agenda
- ITS is dedicated to moral sourcing and shopping for practices, it maintains a decent provide base and all suppliers are required to enroll to ITS’s complete suite of insurance policies and are topic to common website visits by ITS’s product groups.
- ITS has a governance construction in place together with a CSR committee that studies into the Board on a month-to-month foundation. The Board is dedicated to a programme of continuous enchancment on this space and commissioned an unbiased assessment into its provide chain and sourcing practices and procedures forward of Admission.
- ITS works on an ongoing foundation with the Reassurance Community, which advises the Group on its provider manufacturing unit audit programme, and is a member of AllianceHR Quick Ahead Affiliation, the subsequent era trade main labour requirements enchancment programme within the UK.
- ITS has an lively sustainability agenda and continues to execute alternatives to additional its important charitable work thus far.
ITS operates a lean, capital environment friendly enterprise mannequin
- ITS operates a lean, capital environment friendly enterprise mannequin, which mixes comparatively low mounted prices, a gorgeous shared danger and reward influencer mannequin and a well-honed check & repeat shopping for mannequin which lowers inventory danger, all of which allows operational leverage.
- The energy of ITS’s versatile operational mannequin was evident within the preliminary levels of the COVID-19 pandemic when the Group rapidly pivoted to a extra informal product providing (which prospects had been looking for) and was not left with massive ranges of undesirable inventory.
Sturdy monitor report of gross sales progress underpinned by two key routes to market; worthwhile and money generative
- ITS has delivered £35.4 million web gross sales and £3.6 million Adjusted EBITDA within the 9 months to 31 December 2020, with gross sales up 159% from £13.7 million for the 9 months to 31 December 2019.
- The Group’s monitor report of delivering gross sales progress was initially throughout direct-to-consumer (D2C) e-commerce gross sales, however ITS has just lately diversified the enterprise with the addition of a rising B2B Associate (as outlined under) enterprise.
- ITS’s enterprise mannequin is money generative, as it’s supported by strong gross margins, beneficial working capital dynamics (given the predominantly D2C mannequin) and comparatively low capital expenditure necessities.
- Admission is anticipated to happen on or round 17 March 2021.
- Liberum Capital Restricted is appearing as Nominated Adviser, sole dealer and sole bookrunner in relation to the proposed inserting (the “Inserting“) and Admission.
Adam Frisby, founder & chief govt officer of In The Fashion, commented: “I’m so happy with the enterprise Within the Fashion has turn into. We’re a fast-growing e-commerce womenswear style model with an modern influencer collaboration mannequin. Since our launch again in 2013, now we have strived to do issues otherwise by guaranteeing we empower our prospects to be courageous, embrace physique confidence and, most of all, love themselves for who they’re. We work carefully with social media influencers and celeb companions who align with our model values to design and launch genuine collections which can be then bought by way of our proprietary Within the Fashion app, e-commerce web site, and chosen B2B companions. Our collaboration mannequin creates a robust buyer connection, drives extremely environment friendly buyer acquisition advertising and marketing metrics, and provides us publicity to a broad vary of consumers.
“We’re delighted to announce our intention to drift on AIM which marks an thrilling new chapter in In The Fashion’s journey thus far. We have now a fast-growing buyer base, a extremely related model and a pipeline or thrilling initiatives. We’re assured that we will construct on our robust basis to realize our progress plans.”