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In The Style names Sam Perkins as chief executive

Womenswear fashion brand In The Style has named Sam Perkins as its group chief executive following founder Adam Frisby’s decision to move over to a chief… View Article

FASHION

In The Style names Sam Perkins as chief executive

Womenswear fashion brand In The Style has named Sam Perkins as its group chief executive following founder Adam Frisby’s decision to move over to a chief brand officer role.

Due to join the business on 17 January, Perkins is currently managing director of Very Group’s retail division where he has helped to drive the company’s transformation from a multi-brand catalogue business to a pure-play retailer. Owner of the Very and Littlewoods brands, the group’s retail division recorded revenues of more than £1.9 billion in 2021.

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

Meanwhile, Frisby’s new position is a newly created board level role with responsibility for developing the group’s influencer partnerships and creative direction. He has led the company for the last seven years, including through its successful IPO earlier this year.

In The Style said the new set-up will enable it deliver on the next stages of its long-term growth ambitions. 

Jim Sharp, In The Style 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.”

Frisby added: “With the scale of the business that we are today, and with the many growth opportunities we have to go after, I felt that now is the right time to further strengthen our senior management team. Sam brings relevant experience of scaling up very successful retail brands and his appointment will enable me to focus on the areas of the business where the Board and I believe I can make the biggest contributions to our future success.” 

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