Oct 22, 2018
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Kidswear brand Frugi appoints chair

Oct 22, 2018

The new owner of Cornish sustainable childrenswear brand Frugi has further bolstered the label’s new leadership team with the appointment of Julia Reynolds as its chair.


Reynolds extensive experience includes appointments as CEO for Figleaves.com, Blacks Leisure and suitcase brand Antler. Prior to that, she was director of buying and merchandising at Tesco, where she helped launched the F&F clothing brand.

She joins Frugi after the arrival of new CEO Hugo Adams, who was in the executive board of Superdry and chief of staff at Marks & Spencer, in July after the brand was acquired by True. Reynolds will work with Adams and Frugi founder Lucy Jewson to help drive the next stage of Frugi’s growth.

“I am delighted to be joining Frugi as Chair. The combination of Frugi’s ethical ethos and innovative kidswear designs provides a solid platform for sustainable future growth. From the time I have spent in Frugi’s head office in Cornwall, it is clear that Lucy has done a fantastic job of building a team and a culture that will allow the business to thrive in the coming years,” Reynolds commented in a statement.

Adams added: “We’re delighted to welcome Julia to the Frugi family. Her extensive board level and experience in apparel will be a huge asset to us and Lucy and I are looking forward to working closely with her going forward.”

Focused on manufacturing and selling sustainably sourced organic cotton clothing for children and mothers, Frugi has seen growth of 30% year-on-year since its acquisition by True. Paul Cocker, co-founder of True said he continues to be “very excited” about the potential of the business as it continues to move forward.

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