EXCLUSIVEIn The Style CEO Adam Frisby steps down from fast fashion firm he founded in his bedroom that became the £100million darling of celebs including Stacey Solomon and Billie Faiers
- Founder Adam Frisby started In The Style using his £1,000 redundancy payment
In The Style CEO Adam Frisby has stepped down from the fast fashion firm he founded in his bedroom and turned into the £100million darling of celebs including Stacey Solomon and Billie Faiers, MailOnline can reveal.
The 36-year-old, who grew up in Great Yarmouth, Norfolk and now lives in Manchester, started the digital womenswear brand using a £1,000 redundancy payment.
But after ten years at the helm he is now stepping back - as he looks forward to the possibility of starting a family with fiancé Jamie Corbett following a decade where the pressure of work has 'consumed' his time.
Today revealing the difficult decision to resign as CEO, he told MailOnline: 'It's emotional for me because In The Style is my baby. It's my proudest achievement - it feels that we've achieved so much with the brand.
'As you can imagine with a business comes a huge amount of stress and pressure and I've kind of carried that for ten years. It feels like the right time for me to have a few months, recharge and see what the future holds.
![Adam Frisby, who grew up in Great Yarmouth, Norfolk and now lives in Manchester, started the digital womenswear brand using a £1,000 redundancy payment](https://i.dailymail.co.uk/1s/2023/12/27/16/79373327-12904049-image-a-87_1703695865532.jpg)
Adam Frisby, who grew up in Great Yarmouth, Norfolk and now lives in Manchester, started the digital womenswear brand using a £1,000 redundancy payment
![After a decade at the helm, Mr Frisby counts becoming the most inclusive UK fashion brand and the signing of Stacey Solomon (pictured) among his proudest achievements](https://i.dailymail.co.uk/1s/2023/12/27/16/79373099-12904049-image-a-83_1703695865525.jpg)
After a decade at the helm, Mr Frisby counts becoming the most inclusive UK fashion brand and the signing of Stacey Solomon (pictured) among his proudest achievements
![TOWIE's Billie Faiers is among the fans of the brand, which has grown to become a fashion powerhouse over the past ten years](https://i.dailymail.co.uk/1s/2023/12/27/16/79373085-12904049-image-a-82_1703695865524.jpg)
TOWIE's Billie Faiers is among the fans of the brand, which has grown to become a fashion powerhouse over the past ten years
![Adam Frisby with one of his In The Style celebrity collaborators, Charlotte Dawson](https://i.dailymail.co.uk/1s/2023/12/27/16/79373083-12904049-image-a-81_1703695865523.jpg)
Adam Frisby with one of his In The Style celebrity collaborators, Charlotte Dawson
![Adam Frisby poses alongside reality stars Olivia Attwood, Charlotte Crosby, Billie Faiers and Binky Felstead in 2017](https://i.dailymail.co.uk/1s/2023/12/27/21/79377591-12904049-image-a-1_1703712741720.jpg)
Adam Frisby poses alongside reality stars Olivia Attwood, Charlotte Crosby, Billie Faiers and Binky Felstead in 2017
![After ten years at the helm Adam is now stepping back - as he looks forward to the possibility of starting a family with fiancé Jamie Corbett following a decade where the pressure of work has 'consumed' his time](https://i.dailymail.co.uk/1s/2023/12/27/21/79377601-12904049-image-m-13_1703713520349.jpg)
After ten years at the helm Adam is now stepping back - as he looks forward to the possibility of starting a family with fiancé Jamie Corbett following a decade where the pressure of work has 'consumed' his time
'It's a bit bittersweet - I'm happy with everything, it's all positive - but at the same time it's obviously a big change. Definitely an emotional moment, but also a happy one as well!
'As we sort of near the moment of sharing it, I've got lots of different emotions going on. I wrote a caption, shed a few tears - it's been a huge part of my life.'
While he is stepping down as CEO, he will remain a part of In The Style and will continue to support the business in a different capacity where he will be consulting and involved in key brand decisions.
Mr Frisby dropped out of school at 15 without any GCSEs before working at a Burger King, where he became a shift manager aged 16.
He later took a job at Barclays and a role in business development before being made redundant in 2013.
At In The Style, the entrepreneur used TV personalities and social media influencers like Lauren Pope and Charlotte Crosby to design and market at products.
Despite starting the company with less than £1,000 in his account the approach was hugely profitable and he has built it into an estimated £35million fortune.
![While he is stepping down as CEO, he will remain a part of In The Style and will continue to support the business in a different capacity - where he will be consulting and involved in key brand decisions](https://i.dailymail.co.uk/1s/2023/12/27/16/18624056-12904049-Businessman_Frisby_pictured_told_his_story_in_BBC3_docu_series_B-a-88_1703696052397.jpg)
While he is stepping down as CEO, he will remain a part of In The Style and will continue to support the business in a different capacity - where he will be consulting and involved in key brand decisions
![At In The Style, the entrepreneur used TV personalities and social media influencers like Lauren Pope and Charlotte Crosby (pictured) to design and market at products](https://i.dailymail.co.uk/1s/2023/12/27/16/79373331-12904049-image-a-85_1703695865526.jpg)
At In The Style, the entrepreneur used TV personalities and social media influencers like Lauren Pope and Charlotte Crosby (pictured) to design and market at products
![The clothing brand has lots of celebrity endorsers including Love Island winner Dani Dyer (pictured left modelling an outfit from the range)](https://i.dailymail.co.uk/1s/2023/12/27/16/79373363-12904049-image-a-86_1703695865526.jpg)
The clothing brand has lots of celebrity endorsers including Love Island winner Dani Dyer (pictured left modelling an outfit from the range)
![Adam Frisby (left) and fiancé Jamie Corbett (right) are filmed together as they look forward to spending more time together as the CEO leaves his role](https://i.dailymail.co.uk/1s/2023/12/27/21/79377579-12904049-image-a-15_1703713546697.jpg)
Adam Frisby (left) and fiancé Jamie Corbett (right) are filmed together as they look forward to spending more time together as the CEO leaves his role
After a decade at the helm, Mr Frisby says his proudest achievements are becoming the country's most inclusive UK fashion brand, his charity work, where the company raised £1.8 million alongside Dame Deborah James for Cancer Research, and the signing of Stacey Solomon.
He said: 'There's been some tough times but it's been incredible.
'For a brand that was started from nothing to become the most inclusive brand is something that I'm so proud of - we stand for that, which is amazing!
'Starting the brand I didn't go into this with a huge business idea - in fact I had no business background whatsoever!
'I really did it from the heart and over the years I was like: I don't want to just sell clothes and make money. That's not what this brand is about.
'I wanted to stand for real women inclusivity, work for people that have a really important message and are inspirational to people.
'It's definitely come from the heart and it's something that is built into the business now - that we will work with some of these amazing, inspirational people and really push out messages that that stand for something.'
Mr Frisby hit a road bump last year when he was sued by businessman Paul Clements over claims he stole the idea for In The Style from him. But the claims were thrown out by a High Court judge earlier this year.
![TOWIE's Billie Faiers stuns in red wearing an outfit from In The Style's range](https://i.dailymail.co.uk/1s/2023/12/27/22/18624060-12904049-TOWIE_s_Billie_Faiers-a-19_1703717542266.jpg)
TOWIE's Billie Faiers stuns in red wearing an outfit from In The Style's range
![Adam Frisby parties with pals including Charlotte Crosby and her Geordie Shore co-star Holly Hagan](https://i.dailymail.co.uk/1s/2023/12/27/16/18589860-12904049-partying_with_pals_including_Charlotte_and_Geordie_Shore_co_star-a-90_1703696059696.jpg)
Adam Frisby parties with pals including Charlotte Crosby and her Geordie Shore co-star Holly Hagan
![Frisby parties the night away with his famous friend, the Love Island winner Dani Dyer](https://i.dailymail.co.uk/1s/2023/12/27/16/18589876-12904049-Dani_Dyer-a-91_1703696125017.jpg)
Frisby parties the night away with his famous friend, the Love Island winner Dani Dyer
![One of Adam's proudest achievements is his charity work - where the company raised £1.8 million alongside Dame Deborah James for Cancer Research](https://i.dailymail.co.uk/1s/2023/12/27/21/79377593-12904049-image-a-2_1703712762130.jpg)
One of Adam's proudest achievements is his charity work - where the company raised £1.8 million alongside Dame Deborah James for Cancer Research
In The Style was priced at more than £100million when it floated on London's junior Aim market in March 2021. It endured a difficult start to life as a listed company, with its shares dropping 98 per cent following profit warnings and challenges to trading.
Mr Frisby had already tried to step down in 2021 when he was replaced by former executive at The Very Group Sam Perkins, but he stepped back into the role in December the year after he says that 'for a variation of reasons the new CEO didn't work out'.
Looking back on the period, Mr Frisby admitted that the stress of 2022 played a part in his decision to finally step back.
He continued: 'If I look back to this time last year it is one of the darkest moments in my life.
'The CEO departed from In The Style because things hadn't worked out - I had no choice but to jump back in.
'I was just about to go through this horrendous court case and it was just such a dark time.
'When we got back to being profitable and things were back on track, I was a bit like, yeah, this is a really great time for me to depart. It's been ten years, but also mental health is a really serious thing.
'Although it's not that the whole reason at all, it definitely has been a factor. And it's nice to be on the other side of that.'
Earlier this year the business was bought by London-based Baaj Capital for just £1.2m to avoid administration, with Mr Frisby taking on the role of chief executive.
In The Style is expected to return to the black in the current financial year by netting a £1m profit compared to a £5m loss last year.
The retailer said the turnaround was due to inventory improvements, such as 'reducing stock obsolescence and clearance activations,' celebrity collaborations, and 'a more effective return on marketing investment'.
Mr Frisby added that he is glad he is leaving In The Style with the company back on an optimistic outlook.
He said: 'When it was struggling a bit at the time I had to step back into the business to sort of steady the ship.
'We've now come out the other side. It's profitable again, it's doing really really well and so naturally it feels like it's the right time to bring the right person in to continue it forward.
![Adam Frisby poses alongside Stacey Solomon to show off her collection with In The Style](https://i.dailymail.co.uk/1s/2023/12/27/21/79377585-12904049-image-a-4_1703712787973.jpg)
Adam Frisby poses alongside Stacey Solomon to show off her collection with In The Style
![Adam Frisby and EastEnders actress Jaqueline Jossa pose alongside a billboard promoting her collaboration with the fashion firm](https://i.dailymail.co.uk/1s/2023/12/27/21/79377583-12904049-image-a-14_1703713540494.jpg)
Adam Frisby and EastEnders actress Jaqueline Jossa pose alongside a billboard promoting her collaboration with the fashion firm
![Alison Hammond laughs as she promotes her collection with In The Style - alongside a bus emblazoned with her name](https://i.dailymail.co.uk/1s/2023/12/27/21/79377599-12904049-image-a-7_1703712832957.jpg)
Alison Hammond laughs as she promotes her collection with In The Style - alongside a bus emblazoned with her name
'I wouldn't have made this decision until it was in a much better place and I think having it turn that full corner, to have that swing in just 12 months has been such a sense of achievement and feels like it's naturally a nice time to leave on that high.'
Mr Frisby overcame his latest challenge earlier this year when he emerged as the victor of a High Court case brought by fellow businessman Paul Clements.
Suing for millions, Mr Clements claimed he told Mr Frisby of his plan for the business in 2013 and put in his own start-up money, and that Mr Frisby 'took advantage' of that to set up his own company using the idea.
But in February, after a High Court trial in Manchester, Judge Mark Cawson threw out Mr Clements' case, branding his 'narrative' of how In The Style started to be 'false.'
Speaking afterwards, Mr Frisby said becoming embroiled in the case had led to the 'most difficult and unimaginable few months' of his life and that he was 'pleased and relieved' with the ruling.
'The judgment confirmed I have told the entire truth,' he said.
Manchester-based In The Style describes itself online as 'a digital womenswear fashion brand that champions female empowerment, inclusivity and body confidence'.
![Mr Frisby added that he is glad he is leaving In The Style now it is back on an optimistic outlook. Pictured: Posing with his employees](https://i.dailymail.co.uk/1s/2023/12/27/21/79377603-12904049-image-a-10_1703713477971.jpg)
Mr Frisby added that he is glad he is leaving In The Style now it is back on an optimistic outlook. Pictured: Posing with his employees
![Manchester-based In The Style describes itself online as 'a digital womenswear fashion brand that champions female empowerment, inclusivity and body confidence'. Pictured: With Stacey Solomon](https://i.dailymail.co.uk/1s/2023/12/27/21/79377597-12904049-image-a-5_1703712814041.jpg)
Manchester-based In The Style describes itself online as 'a digital womenswear fashion brand that champions female empowerment, inclusivity and body confidence'. Pictured: With Stacey Solomon
The company sells through its website and app with a marketing business model focused on social media.
Mr Frisby has talked in interviews about how he dropped out of school at 15 with no qualifications and worked in Burger King and as a carer before following his fashion dream after being made redundant.
Ten years on he is looking forward to spending more time with his fiance Jamie Corbett after being so absorbed in the company.
He said: 'I think I think he's very much looking forward to kind of feeling like he's got me back a little bit!
'In The Style is so much commitment - it's something I thought about 24/7 for the last ten years.
'If you're in a pressured role it can be so stressful and it can consume your thoughts and your time.
'Definitely we've both said, you know, let's have some time and just spend some valuable time together.
'We've always been open about the fact that one day would love to start a family.
![Adam Frisby shows off the In The Style offices to his beloved family, including his grandfather (right), late grandmother, cousin and aunt](https://i.dailymail.co.uk/1s/2023/12/27/21/79377607-12904049-image-a-9_1703713465267.jpg)
Adam Frisby shows off the In The Style offices to his beloved family, including his grandfather (right), late grandmother, cousin and aunt
![Adam Frisby and Lauren Pope look through fabric samples as they create his first ever collaboration](https://i.dailymail.co.uk/1s/2023/12/27/21/79377587-12904049-image-a-6_1703712824427.jpg)
Adam Frisby and Lauren Pope look through fabric samples as they create his first ever collaboration
'And I think we just haven't ever had time to look at what the future looks like for me and him and what's next for us.
'Definitely, it'd be nice just to spend some time. I know, he's very much looking forward to that as well!'
It comes after a High Court battle this year, where he faced the accusation by Mr Clements that he had stolen his business idea and even the name for In The Style after they met in 2013.
Mr Clements claimed to have developed the business model and had engaged Mr Frisby to test and activate his plans, putting up £10,300 as an initial investment.
He claimed to have 'fully disclosed' the business plan, including his ideas for advertisement, promotions and marketing, and the identity of potential suppliers, to Mr Frisby.
But through an associate, Mr Frisby had 'falsely or wrongly told Mr Clements that the business plan had no future,' he claimed, before instead developing the idea using his own company.
Mr Frisby denied the allegation, saying he was inspired to start up his fashion empire in or around May 2013 by 'Want That Trend', an online business which sold women's clothing, and discussed doing something similar with a friend, Jessica Devine, who was subsequently involved with In The Style.
He claimed he only met Mr Clements once when he and Mrs Devine approached him to ask him to invest and that he never spoke to Mr Clements again after that meeting at the Crown and Anchor pub in Ancoats, Manchester.
![Mr Frisby overcame his latest challenge earlier this year when he emerged as the victor of a High Court case brought by fellow businessman Paul Clements](https://i.dailymail.co.uk/1s/2023/12/27/21/79377581-12904049-image-a-16_1703713554775.jpg)
Mr Frisby overcame his latest challenge earlier this year when he emerged as the victor of a High Court case brought by fellow businessman Paul Clements
![Adam Frisby overlooks one of his fashion company's huge hoardings from the side of a bridge](https://i.dailymail.co.uk/1s/2023/12/27/21/79377595-12904049-image-m-18_1703713595450.jpg)
Adam Frisby overlooks one of his fashion company's huge hoardings from the side of a bridge
From June 2013, he had worked 'tirelessly in the creation, development, growth and success of the company' - with no involvement at all from Mr Clements.
Ruling on the case, Judge Cawson said it was 'telling' that Mr Clements had only asserted his claim after the stock market floatation of In The Style was reported in the media.
'I have come to the firm view that the narrative advanced by Mr Frisby is the true narrative, and that the narrative advanced by Mr Clements is a false one,' he continued.
'Consequently, I find that the idea behind In The Style and its business concerning collaboration with celebrities involved in reality TV in the marketing, through a website and social media, of fast fashion to younger end women, was that of Mr Frisby and Mrs Devine, and that Mr Clements played no part therein.
'Further, I find that the only meeting between Mr Frisby and Mr Clements was the one meeting at the Crown and Anchor, at which Mr Clements was sounded out as a potential investor, but which did not lead any further than that.'
Mr Clements' claim for unlawful misuse use of a business plan was dismissed.