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Birmingham Post

Business

Jon Robinson

In The Style forced to abandon new name after being beaten to it

The cash shell that once was fashion brand In The Style has been forced to abandon its new name after a property management company in Wales beat it to it.

In The Style Group plc had planned to change its name to Itsum plc after the £1.2m sale of its operating company to a private equity firm, in a deal to avoid it entering administration, was completed.

However, it has now been forced to change to Itsum Limited after its original first choice was taken by Maxrs Ventures.

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