In a surprise move, the founder today announced he has decided to now work in a newly-created, board-level role of chief brand officer.
In The Style is known for its collections with reality TV stars, and Frisby is to further develop partnerships with influencers and oversee the brand’s creative direction in the new role.
Former The Very Group MD and former Tesco exec Sam Perkins is to take up the reins as group CEO from January 17.
Frisby hailed Perkins’ experience of scaling up businesses, and said: “With the scale of the business hat 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.”
The retailer’s non-executive chairman, Jim Sharp, said the pair will “form a formidable partnership to drive forward the brand’s continued expansion”.
Sharp said Perkins being CEO “will also enable Adam to focus his energy and talent” on the new branding role.
Independent retail analyst Nick Bubb said the move from the “embattled” online fashion business came “out of the blue”.
The retailer has seen its shares almost halve since mid-September, and recently cautioned on profits amid supply chain disruption and a higher rate of returns.
Analysts at Liberum said: “The appointment of a new CEO brings some substantial benefits to the group. It allows Adam Frisby the time and scope to focus on his core skill set of managing the group’s growing influencer base, the product and everything creative. At the same time, the new CEO brings a wealth of operational experience – something that ITS requires as it continues on its rapid growth trajectory.”