A Manchester-based fashion brand worn by the likes of Love Island contestants and influencers such as Molly-Mae Hague has been bought by the owner of Sports Direct.
Frasers Group has snapped up I Saw It First for an undisclosed sum.
The deal comes after the group, which also owns the likes of House of Fraser, Game and Jack Wills, rescued online fashion brand Missguided out of administration at the start of June in a £20m deal.
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I Saw It First was set up by Jalal Kamani, the brother of Boohoo co-founder Mahmud Kamani.
In its most recently available set of accounts the company reported sales of almost £75m while its pre-tax losses totalled £7.7m.
I Saw It First became an official partner of hit ITV show Love Island in 2019 and, according to ITV, the deal helped it add a quarter of a million new customers. The brand says its customer base now stands at three million.
In May this year, Glasgow influencer Molly McFarlane was unveiled as the face behind a new bridal collection for the fashion label.
In a statement, Frasers Group said: "Frasers looks forward to integrating I Saw It First, which today has over 5 million consumers, having rapidly grown its digital presence since its launch in 2017.
"I Saw It First will benefit from the strength and scale of Frasers Group's platform and from the integration with Frasers' recently acquired business, Missguided."
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