Holly Willoughby is stepping away from her commitments to her lifestyle brand, Truly, to spend more time with her family.
The 37-year-old ‘This Morning’ presenter had announced the brand earlier this year, and had planned to release a range of home, fashion, travel, wellness and baby products.
On Tuesday, she announced her exit from the project on both her Twitter and Instagram pages, writing: “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.”
The brand was due to launch this autumn, and at the time of unveiling, Holly described it as being “about beautiful things that are of the highest quality, surprisingly affordable and designed to make your life easier.”
The news comes after Holly was confirmed to stand in for host Ant McPartlin on the new series of ‘I’m a Celebrity’ later this year, alongside Declan Donnelly.
She will temporarily relocate to Australia when the show kicks off in November.
She recently told her ‘This Morning’ co-host, Phillip Schofield, that she would also be taking her children Harry, nine; Belle, seven, and Chester, three, with her Down Under.
Beyond Truly, Holly has her own home line at Dunelm, having previously worked with BHS prior to its closure, and also writes children’s books with her sister, Kelly.
