In The Style founder steps back from company with 'heavy heart'

The founder and former chief executive of Manchester-based fashion retailer In The Style has announced he is stepping back from the company.

In a post on social media, Adam Frisby said he made the 'incredibly difficult decision' with a 'heavy heart', citing his 11 years behind the online fashion brand and adding he'd 'hoped I would always be part of it'.

It comes after Frisby stepped down as CEO in December last year. At the time he said he would remain part of the business and continue to be involved in key decisions.

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Posting on Instagram, Frisby shared a lengthy message with supporters announcing his decision. "“This really hasn’t been an easy decision for me and since stepping down as CEO at the end of 2023 I’ve tried my hardest to continue to make things work , but despite my best efforts, it’s now a decision I’ve had to make," he wrote.

“As you know I absolutely loved ITS, over the last 11 years I’ve put my all into that business, I was so very proud of everything it stood for and the good reputation that it had. You guys know me well enough to know that any decision to give up my shares and entirely leave the business I love and founded in my bedroom back in 2013 would have been incredibly difficult."

He went on to thank staff members and customers for 'making mine and Jamie's dreams come true', adding: "I've always said this but In The Style wasn't my brand, it was collectively all of ours and I'd truly hoped I'd always be part of it, it's been my proudest life achievement but sometimes you have to make difficult decisions for a better future.

"Although I am gutted to be walking away this definitely isn't the end for me in business and when the time is right I look forward to taking you all every step of the way with me on the next journey."

In March 2023 the company agreed to sell itself for £1.2m in a bid to avoid administration. It was purchased by private equity firm Baaj Capital LLP after its value was slashed 95 per cent between 2021 and 2023.