ITV presenter Holly Willoughby has announced she is stepping away from the lifestyle brand she was set to launch this autumn.
The mum-of-three took to Instagram to share the news with fans.
She wrote: "After much consideration, I have made the decision to step away from Truly.
"To launch a brand needs total dedication and at the moment, with so many other commitments, this is not something I feel I can do without it starting to affect my family time at home.
"I wish Truly all the success for the future."
What is Truly?
In April, the This Morning presenter announced she was launching her own lifestyle brand Truly.
Holly took to Instagram to share the exciting news with her followers and gave an insight into what the brand is all about.
For the new business venture, Holly teamed up with Peter Jones from Dragons' Den.
The lifestyle brand is said to be “about beautiful things that are of the highest quality, surprisingly affordable and designed to make your life easier”.
And it really seems to tick all the boxes, covering home, fashion, baby, wellness, lifestyle and travel!
Since the announcement Holly had been sharing sneak peeks of business cards and items from the collection.
The ITV presenter posted a black and white snap of her in a silk chemise with pretty lace details.
She captioned the post: “Live, love, LACE! ... hope you’re having a Truly beautiful bank holiday... silk chemise coming soon... #truly www.truly.co.uk click on link in my bio to register for more truly news... ✨ photography @jongorriganphotography��”
Goodhousekeeping.co.uk has reached out to Holly for comment.
(Main image: Getty)
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