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In The Style names new CEO

It comes as Adam Frisby, the founder and CEO of the Group, has taken the decision to become chief brand officer

In The Style has announced the appointment of Sam Perkins as the group’s new CEO, effective 17 January.  

It comes as Adam Frisby, the founder and CEO of the Group, has taken the decision to become chief brand officer, a newly created role with responsibility for developing the group’s influencer partnerships and the brand’s creative direction. 

Frisby, who led the company for the last seven years, said he believes these appointments will enable the group to “deliver the next stages of long-term growth ambitions and achieve the brand’s significant potential”. 

According to In The Style, Perkins has a “successful and proven” track record of delivering strategic and commercial success across multichannel and pureplay retailers. 

He joins from The Very Group, where held the role of managing director of the group’s retail division since 2018 , and helped to “drive the company’s transformation from a multi-brand catalogue business to a fast-paced pure-play retailer”. 

The Very Group is now one of the UK’s largest digital pure-play businesses and owner of the Very and Littlewoods brands. In 2021, its retail division recorded revenues of more than £1.9bn. 

Prior to joining The Very Group in 2015 as group merchandising director, Perkins held various leadership roles at Tesco, and previously held senior roles at Nestle and PepsiCo.

Jim Sharp, non-executive chairman, said: “We are delighted that Sam will join In The Style as the group’s new CEO. 

“Not only is Sam a truly outstanding candidate with a proven track record of delivering transformational growth at some of the UK’s best-known retail brands, but his appointment as CEO will also enable Adam to focus his energy and talent on the newly created role of Chief Brand Officer with responsibility for developing In The Style’s influencer relationships, leading the Group’s product design, and spearheading the brand’s creative development.”

He added: “Sam’s decision to join In The Style is testament to the Group’s exciting ambitions and opportunities. I have every confidence that Sam and Adam will form a formidable partnership to drive forward the brand’s continued expansion.” 

Perkins added: “In The Style is a fantastic, innovative brand at an incredibly exciting time in its growth journey. The brand stands out in the market for its truly differentiated model and authentic inclusive brand values.

“Adam is an inspirational Founder and I have huge admiration for the business that he has built. I am looking forward to working alongside him and the rest of the senior management team to continue the Group’s exciting growth and successfully deliver on its significant long-term potential.”

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