Holly Willoughby made a big announcement on Sunday night. The mum-of-three delighted fans by revealing on Instagram that she is launching her own lifestyle brand, Truly. Holly posted a black and white photograph of herself alongside the words "Let me tell you about Truly" and "Autumn 2018", promptly sending her followers into a spin. According to the newly-launched website, which is also in black and white, the brand will cover home, fashion, wellness, travel, living and baby and will be hitting shops later this year.
Holly announced the launch with this post
Announcing the launch, Holly said: "So… finally get to tell you about something I’ve been working on passionately and secretly for a long time… This is TRULY, my new lifestyle brand that launches in the Autumn. I’d love you to be part of the Truly family so please register here truly.co.uk (find the link in my bio above) to find out more and keep updated on all things TRULY. Let the adventure begin! #TRULY."
News first surfaced of the brand in 2017, when it was revealed that Holly would be teaming up with Dragons' Den entrepreneur and friend Peter Jones to set up the firm. The website says: "Truly is a new lifestyle brand that launches later this year. It's about beautiful things that are of the highest quality, surprisingly affordable and designed to make your life easier." The name is a sweet nod to Holly's parenting books, Truly Happy Baby and Truly Scrumptious Baby.
Will items be for sale?
We haven't yet had a sneak peek at any items that will be for sale, however we know they will span the rather wide scope of home, fashion, wellness, travel, living and baby. The website also promises that the products will be beautiful, well-designed and practical, while still being affordable.
Holly has also confirmed that the website will host a blog and an online community where people can talk and share, and that the brand will oversee a charitable foundation. She revealed to The Guardian Weekend magazine: "For me, being a woman, it's nice to have a space where you can have that honest, open conversation that isn’t too militant or frightening or one-way. It's going to be very open and welcoming."
However, she laughed off the suggestion that the brand may be similar to Gwyneth Paltrow's Goop. "So the only things I've heard on This Morning about Goop, we had some sort of vagina steamer thing that you put on the toilet with herbs and stuff. As yet, on our list, there's no vagina steamer," she confirmed.
Where can I buy the range?
It hasn't yet been announced if any stores will be stocking the Truly range, or if it will be available to buy on the website. This isn't the first time the mum-of-three has branched into retail, though. She also has a clothing line with Very has a range of bedding and soft furnishings with Dunelm, and also writes children’s books, School for Stars, with her sister Kelly. She also had a homeware range at BHS before it closed.
Will she have any guest editors?
Perhaps her mate and colleague Phillip Schofield could write for Truly, or perhaps Holly's good pal Fearne Cotton could talk recipes and mindfulness – the pair have previously collaborated on a book together. Holly's good friend Davina McCall could also provide the fitness lessons.
Will Angie Smith be involved?
Holly's longtime stylist, who helps create the presenter's iconic looks is believed to be involved is some form – she showed her excitement at the launch by liking Holly's post, and will no doubt help Holly with fashion content.
Who will compete with Truly?
A number of celebrities also run successful lifestyle websites. As well as Goop, former Hills stars Lauren Conrad and Olivia Palermo both have successful blogs and brands. And the Kardashians have a whole roster of them, including Kourtney's wellness-focused site, Kim's KKW blog, and Khloe's Khloe With a K site. Meghan Markle also used to run her own lifestyle sit called The Tig, but closed it once her relationship with Prince Harry grew serious.