Today we’d like to introduce you to Portia Shaw & Lori Cutler.
Hi Portia & Lori, thanks for joining us today. We’d love for you to start by introducing yourself.
IN-HOUSE was an idea that came to us during the pandemic, we’re the founders of The POP Group, a Fashion PR agency with showrooms in both London and Los Angeles. We represent independent fashion labels placing their designs on the back of celebrities, influencers as well as in the media.
We’ve been in this game for over a decade, when 2020 hit the world, we lost 90% of our business overnight. Lori and I are both far too stubborn to throw in the towel, however, we knew that the future of our industry had changed, we realized we had a golden opportunity to rewrite it.
We figured out that we could offer a similar service to what we had previously done, but digitally. This would reduce the cost to our clients substantially and still generate fantastic placements for them. Fortunately, my boyfriend is a software developer and when we ran this idea past him, he quickly set to work building our own system.
After a solid 6-month build we were ready to go live in July of 2022, we now represent nearly 100 brands and have over 500 industry experts pulling products from our platform every day. What we’ve created is a growing community of creatives supporting one and another. An inclusive portal for brands wanting to present their brands with the opportunity of having them placed in an established magazine or on known celebrities
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
We’ve been incredibly lucky as the results of our product speak for themselves; we generate coverage every day for the brands that are in our tribe. We also must give an extra loud working women’s round of applause to my boyfriend as the system has not broken once. Are only struggle is keeping up with demand and that’s a struggle we will gladly take!
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Great brands scale faster with media exposure. By directly connecting brands with media on our online platform, IN-HOUSE reduces the time and effort it takes for people of power to find brands and products for placement opportunities and by doing so removes a large portion of the cost to you.
IN-HOUSE is a membership-based community for Stylists and Editors to browse collections and request garments directly from brands for editorial, celebrity and influencer placements. The platform bridges the gap between independent labels and industry insiders, providing exposure in targeted fields. If you are part of a PR team or a standalone business, IN-HOUSE provides a space where your brand can be viewed and requested without the need to send lookbooks, mailers or newsletters.
Our system doesn’t tie anyone to a contract, providing a flexible month to month subscription service at less than 10% of the cost. We are also the fastest growing platform with physical showrooms in 2 countries, every day our network gets wider and wider. We’re also the only service ran by a team of PR’s who are all experienced in this field with one of the best black books available working with major publications and celebrities around the world. We’re able to advise and guide brands through the journey step by step so they don’t feel like they are being left on their own.
Are there any books, apps, podcasts or blogs that help you do your best?
We have very little time outside of work as we’re growing at such a rate, however we’re both massive reformer Pilates fans to let off steam. That and if there is a full moon, we will both be in the yard re-charging our crystals. Anything around lifting our team, each other, the brands and creatives that use our platform is totally our speed. Also The Guilty Feminist for the commute to the office for any fierce feminists out there.
Pricing:
- $195 per month for digital services
- $395 for digital combined with 1 showroom
- $595 for digital combined with 2 showrooms
Contact Info:
- Website: www.in-house.group
- Instagram: http://instagram.com/in_house.group/
Image Credits
Jean Luc Brouard
