In The Style CEO Adam Frisby steps down from fashion to focus on family

Adam Frisby, the CEO and Founder of In The Style, has announced his resignation after 10 years at the helm of the now multi-million-pound womenswear brand.

After leaving school at 15, Frisby began work at Burger King and later moved on to Barcalys. After being made redundant in 2013, he used the £1,000 redundancy payment to start In The Style from his bedroom. Now, the influencer-led business is one of the country's biggest online fashion brands turning over millions each year in revenue.

Frisby handed over the CEO role to Sam Perkin in January of 2022 but later reclaimed the role in December 2022 to re-engineer In the Style's economic model.

Frisby, who now lives in Manchester with his fiancée Jamie Corbett, told the Daily Mail that he has stepped down as CEO after a decade of building the brand.

However, alike many company founders who bow out, he will remain part of the business and continue to be involved in key decisions.

He said: "It is emotional for me because In The Style is my baby. It is my proudest achievement - it feels that we have achieved so much with the brand.

"As you can imagine with a business comes a huge amount of stress and pressure and I have kind of carried that for 10 years. It feels like the right time for me to have a few months, recharge and see what the future holds."

The founder revealed his plans to focus on his fiancee and "start a family".

This comes after the news that Adam Frisby's competitor Umar Kamani stepped down from the helm of PrettyLittleThing after 12 years. Kamani, who started the business with his brother in 2012, announced his decision on social media stating his plans to pursue “new challenges” with the potential to “build new brands”.