In The Style hires Perkins as CEO from Very Group

Sam Perkins

Salford-based fashion firm In The Style on Friday announced big changes to its leadership team with Sam Perkins hired from The Very Group as the company’s new CEO from January 17 and chief executive Adam Frisby moving into a new role of chief brand officer.

Having led the company for the last seven years, including through its successful IPO earlier this year, Adam Frisby, founder and 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,” said In The Style.

“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.”

Perkins joins In The Style from Liverpool-based online retail and financial services group The Very Group, where he has held the role of managing director of the group’s retail division since 2018.

The Very Group, owned by the billionaire Barclay family, operates online retail brands and

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.

In The Style chairman Jim Sharp 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.

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 said: “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.”

Frisby said: “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.”