// In The Style sales rose 169% year on year to £13.5m for the 13 weeks to December 31, 2020
// New customers grew by 45% year on year
// Sales through its app increased by more than 500%
In The Style has posted “very strong” Black Friday and Christmas sales thanks to a “transformational year”.
The online fashion retailer saw its sales skyrocket 169 per cent year on year to £13.5 million for the 13 weeks to December 31, 2020.
New customers grew by 45 per cent year on year with ecommerce order volumes increasing by 95 per cent.
Sales through its app increased by more than 500 per cent with in-app sales accounting for more than half of total sales. The high mix of sales through this channel was also a contributing factor to a 50 per cent increase in the ecommerce conversion rate.
In The Style said its golden quarter performance reflected “strong growth in new customers driven by increasing awareness of the brand”.
Meanwhile, sales through the company’s digital partners grew by more than 400 per cent, which In The Style said reflected strong customer demand.
“We are delighted to have delivered a very strong performance during the important golden quarter trading period, building on what has been a transformational year for In The Style,” founder and chief executive Adam Frisby said.
“We have proven yet again the strengths of our innovative influencer model, deep customer understanding and our well invested infrastructure as well as the relevance and adaptability of our product proposition.
“During recent months we have successfully launched new product categories such as activewear, maternity and nightwear, as customers moved away from traditional ‘party season’ clothing.
“As well as achieving strong revenue growth we also maintained our strong customer acquisition trend and continued to drive increased sales through our popular app, which is an important customer engagement platform for the brand.
“Throughout the period the brand has continued to communicate its core values of body positivity, inclusivity and Be Kind through a range of content, campaigns and charity initiatives.
“We believe that, underpinned by our innovative and flexible model, strong brand and growing customer base, In The Style is very well-positioned to build on its strong momentum during 2021.”