In The Style strengthens executive leadership team

In The Style, the eCommerce womenswear fashion brand with an innovative influencer collaboration model, has announced the appointment of Sam Perkins as Group CEO, with effect from 17 January.

Having led the company for the last seven years, including through its successful IPO earlier this year, Adam Frisby, Founder and current CEO of the Group, has taken the decision to become chief brand officer, a newly created Board level executive director role with responsibility for developing the group’s influencer partnerships and the brand’s creative direction. Adam alongside the rest of the In The Style Board believe these appointments will enable the Group to deliver the next stages of long-term growth ambitions and achieve the brand’s significant potential.

Sam has a successful and proven track record of delivering strategic and commercial success across multichannel and pureplay retailers. He joins In The Style from The Very Group, where he has held the role of managing director of the Group’s retail division since 2018 and has helped to drive the company’s transformation from a multi-brand catalogue business to a fast-paced pure-play retailer. The Very Group is 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, Sam held various leadership roles at Tesco PLC and previously held senior roles at Nestle and PepsiCo.

Sam Perkins, commented: “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.”

Adam Frisby added: “I’m really pleased to welcome Sam to In The Style. Not only does he have a fantastic track record at some amazing retail businesses, but it’s also clear that we share a common vision for the future of In The Style.  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. I’m really looking forward to working closely with Sam to successfully grow this wonderful brand and am incredibly excited about its future.”