In The Style is an inspiring, and at times turbulent, fashion success story built by founder Adam Frisby in Manchester, England. From its 2013 launch with just £1,000 to a peak valuation above £100 million and its recent near-collapse and rescue, the brand’s journey captures the highs and lows of the influencer era in British retail.
The Founder Story: Adam Frisby’s Vision
Adam Frisby launched In The Style from his bedroom in Manchester with only £1,000 redundancy money and no formal qualifications. After launching with a modest sum and a handful of original designs, Frisby combined hard work and innovative influencer marketing to shape a brand focused on inclusivity and empowering women of all sizes—growing In The Style from a bedroom startup into one of the UK’s most prominent fashion IPOs.
Collaborating early on with TV stars like Lauren Pope and later Charlotte Crosby and Dani Dyer, Frisby leveraged the…
new world of social media personality partnerships and a from-scratch design process.
Timeline Growth, Collapse, and Multiple Rescues Year Event 2013 Adam Frisby launches In The Style in Manchester 2015 Collaborations with major UK reality stars fuel expansion 2021 Lists on the London Stock Exchange AIM at a valuation of £105 million 2023 Reports £8.4 million loss, delists, and is sold to Baaj Capital for £1.2 million 2024 Frisby officially exits the brand 2025 Brand rescued from administration by Alps Sourcing Limited; 87 jobs saved Ownership Today After a series of financial troubles, including administration and interim ownership by Baaj Capital, In The Style was acquired in March 2025 by Alps Sourcing Limited through a pre-pack administration, saving 87 jobs and aiming to preserve key supplier relationships.
The new owner, Ajay Sidana, now controls the business.
Looking Back and Forward Adam Frisby left the company in October 2024 after a scary period of court battles and online abuse: “I just thought, it’s not fair what I’m putting him through…I think [after] therapy, and lots of conversations later, I have no regrets for what I did.” In The Style, now under Alps Sourcing,…
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