Holly Willoughby launched her lifestyle brand Wylde Moon two years after pulling out of a similar venture with Dragons' Den investor Peter Jones and his partner Tara Capp.
The TV presenter, 40, is said to have set up lifestyle brand Truly with Tara back in 2016, though she pulled out of the business shortly before its official launch in autumn 2018.
The homeware and accessories brand, which had been compared to Gwyneth Paltrow 's Goop, was due to offer a range of fashion, baby, wellness, living and travel products.