Fast fashion etailer In the Style recorded its most successful hour ever yesterday following the pre-sale launch of its new range with influencer Lorna Luxe.
A total of 75% of the range sold out between 6pm and 7pm on Sunday 10 February when early access was given to shoppers who had signed up to the In The Style newsletter in advance of the collection’s launch.
The most popular styles across the 31-piece rage sold out within 10 minutes of going live.
The website had more than 100,000 hits during the first hour.
In The Style CEO and founder Adam Frisby said: “I am overwhelmed at the initial reaction to the new Lorna Luxe X In The Style collection. I always expected the range to do well, as Lorna has a highly engaged following and is a huge style icon to hundreds of thousands, of people but I could never have forecasted the huge initial sales on the collection.”
Lorna Luxe x In The Style is the latest collaboration from the retailer. Its other brand ambassadors include Love Island winner Dani Dyer, whose collaboration also broke In The Style records, and influencers Sarah Ashcroft and Emily Shak.