In The Style has named Sam Perkins as chief executive

In The Style has named Sam Perkins as its group chief executive following founder Adam Frisby’s decision to move over to a chief brand officer role.

Due to join the business on 17 January, Perkins is currently managing director of Very Group’s retail division where he has helped to drive the company’s transformation from a multi-brand catalogue business to a pure-play retailer. Owner of the Very and Littlewoods brands, the group’s retail division recorded revenues of more than £1.9 billion in 2021.

Prior to joining The Very Group in 2015 as group merchandising director, Perkins held various leadership positions at Tesco  and senior roles at Nestle and PepsiCo.

Meanwhile, Frisby’s new position is a newly created board level role with responsibility for developing the group’s influencer partnerships and creative direction. He has led the company for the last seven years, including through its successful IPO earlier this year.

In The Style said the new set-up will enable it deliver on the next stages of its long-term growth ambitions.