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In The Style – agrees to sell operating business for £1.2m, failed to fool us but was it fooling itself or trying to fool everyone else to right near this ending?

By Steve Moore | Tuesday 7 March 2023


Disclosure: I have no positions in any stocks mentioned, and no plans to initiate any positions within the next 72 hours. I wrote this article myself, and it expresses my own opinions. I am not receiving compensation for it (other than from ShareProphets). I have no business relationship with any company whose stock is mentioned in this article.


Still describing itself as “disruptive and inclusive digital womenswear fashion brand”, In The Style Group (ITS) has followed a January trading update, before which the shares were above 11p meaning a market cap of above £5.8 million and which included from CEO Adam Frisby “I remain absolutely confident in the fundamental strengths of the In The Style brand as well as our differentiated model”, and a December strategic review announcement with the shares above 13p and which included “the current market capitalisation of the company does not properly reflect the underlying growth potential”, with an announcement including an agreement to sell its operating business for £1.2 million! “Disruptive”, hey?!
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