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Holly Willoughby has announced that she's quitting her lifestyle brand Truly after of its anticipated autumn launch, in a bid to spend more time with her family.
The This Morning presenter, 37, took to Instagram to make the announcement on Tuesday evening, informing her four million followers that she's unable to dedicate the required time to the brand — fashioned to rival Gwyneth Paltrow's Goop.
Announcement - Australia - Co-host - Celebrity - Me
In making her announcement, which comes as she prepares to jet off to Australia to co-host I'm A Celebrity... Get Me Out Of Here!, the mother-of-three 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.'
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The TV personality initially announced the venture in the spring, directing fans to sign up for updates on the brand's dedicated website ahead of its launch.
And just last month, she revealed that the launch was near ready, posting on Instagram: 'Couldn’t wait to share this with you... I’ve just finished shooting the Truly range in the most beautiful location with the most wonderful team.
Truly - Couk - Click - Link - Bio
'Everything is coming to you really soon ... #Truly www.truly.co.uk Click on the link in my bio to become part of our Truly family.'
Much like Oscar-winning actress Gwyneth's brand, Truly is set to cover a wide range of areas, including home, fashion, baby, wellness, living and travel.
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As of Tuesday night, Holly was still featured on the website's homepage, which describes Truly as 'a new lifestyle brand... about beautiful things that are of the highest quality, surprisingly affordable and designed to make your life easier'.
In an interview with the Guardian earlier this year,...
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