Organic babywear brand Frugi acquires TotsBots
today Jan 13, 2020
Organic babywear brand Frugi has acquired TotsBots, an environmentally-friendly cloth nappy company, and its sister brand, Bloom & Nora.
The deal was funded by True, the retail investment firm which owns a majority stake in Frugi, via a further investment in the sustainable childrenswear business.
The owners of TotsBots and Bloom & Nora, Fiona and Magnus Smyth, will retain a stake in the enlarged Frugi group, alongside Frugi founder Lucy Jewson.
After experiencing a 50% increase in like-for-like sales over the recent Christmas trading period, True said it was “delighted” with the brand’s progress.
TotsBots has also enjoyed considerable growth, particularly in its direct-to-consumer business, which has grown over 80% in the last 12 months. The brand designs, manufactures and sells sustainably-sourced nappies made from recycled plastic bottles, while Bloom & Nora uses bamboo and other sustainable materials to produce reusable sanitary items.
“The acquisition of TotsBots, which very clearly fits our definition of fit for the future, is an exciting step in the company’s growth strategy, particularly due to its shared and aligned purposes and business practices that will benefit not only customers but also their supply chains and the environment,” said Paul Cocker, co-Founder of True and board director at Frugi.
Frugi plans to leverage TotsBots’ existing manufacturing facilities to test and develop new products.
Hugo Adams, CEO of Frugi, commented: “This is a really exciting acquisition that goes right back to the founding principles of both brands. We already share a common purpose, values and ethics as well as an obvious product fit. Both businesses are already hugely successful with excellent growth rates. Bringing them together gives us even more opportunities to leverage the considerable skills and expertise in both businesses for the benefit of our customers, suppliers and the environment.”
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