In The Style founder Adam Frisby exits company

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Adam Frisby, the creator of In The Style (ITS), has revealed that he is leaving the fast fashion online retailer. This follows his resignation from the role of CEO, which he stepped down from at the close of 2023.

Frisby, who started the company 11 years ago, shared the news in an Instagram update. He mentioned that deciding to step away wasn't simple and that he had put in a lot of effort to keep everything running smoothly since passing on leadership.

The reason for Frisby's exit isn't clear, but since being acquired by Baaj Capital for £1.2 million, the company has been working to address falling revenues over the past few months.

During the acquisition in early 2023, ITS was undergoing a strategic evaluation due to indications of a difficult phase, which resulted in a revised forecast of its profits.

In this context, the company decided to sell its operating subsidiary, In The Style Fashion Limited (ITSFL), to Baaj Capital, a firm based in the UK. As part of this transaction, Frisby also acquired an equity stake in the newly created ITS Holding 2023 Limited, which was formed specifically for the sale.

Before this, Frisby took on the role of CEO again in 2022 to lead a strategic assessment, having previously worked as the chief brand officer for a while.

In December 2023, he stepped down from his role as leader, as it was reported that ITS had "turned a corner" and was now "returning to profitability and performing strongly."

For the year ending in March 2023, ITS continued to see a decrease in revenue, with its earnings falling by 19.8 percent compared to the same time last year.

At that time, the company attributed its situation to the established performance of competitors in the industry and the effects of the UK's cost-of-living crisis. Currently, it's uncertain how the company is faring in the ongoing financial year.

In his farewell message, Frisby expressed his gratitude to the ITS team and its customers for their contributions to the brand, which he described as his "greatest achievement in life."

Frisby shared, “I’m really disappointed to be leaving, but this isn’t the end of my business journey. When the time is right, I’m excited to bring you all along with me on my next adventure.”