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Frugi growing bigger and bigger in spite of recession
Sep '10
Dynamic brand Frugi are blasting away all the reports of doom & gloom with a belter of a new range, hailed by the 150 shops that stock them in the UK as their best ever. The range is full of all that is good about Autumn; the long walks swishing through fallen leaves, apple bobbing at Halloween, spectacular rainbows after the rain comes and harvesting all those scrummy vegetables you've been tending so carefully over the summer.

Frugi has been growing bigger and bigger over the past couple of years, in spite of the recession. Their success story has recently attracted the attention of BBC Spotlight who will be doing a piece on Frugi in the next few weeks. The interview with Lucy Jewson focuses on the growth of the brand and how government cuts could affect Cornish businesses.

So what is the secret to Frugi's success? Well, for the most part it's down to the product. Frugi is different to the rest with its baby clothing and children's clothes. It's made from 100% GOTS (Global Organic textile) certified cotton for starters, which makes it super soft in comparison to ordinary conventional cotton which is coated in resins and has weaker fibres due to all the chemicals used in boys and girls clothing production.

Frugi also know that you want to get the most out of your purchases too, so encapsulate lots of clever features to make them last longer; trousers have funky linings to make them look amazing when turned up and hoodies and snuggle fleeces are reversible so if the inevitable dribbles and spills occur they can simply be turned inside out to halve that nagging washing pile!

This is a brand which believes that in spite of having the most rigorous ethical & organic policies and giving over 10% of their profit to charity, their clothing has to be MORE beautiful than anyone else's to make people want to buy it and boy, does that show!

Lucy Jewson began the company because she couldn't find clothing that would fit over her child's environmentally friendly washable nappy, this company has defied the downturn with spectacular results and is now winning many national awards. Only last month Frugi were shortlisted as "Online Retailer of the Year" against big boys Riverford and Abel & Cole in the Observer Ethical Awards.

But their most treasured accolades are those made by their devoted Frugi fan base, just like Lisa Thorne writes on the Frugi Facebook page, "I have a big grin on my face every time my toddler is in her Frugi clothes, and she always gets compliments on them! The perfect combination of hard wearing, fantastically washable, beautifully detailed, quality clothes with no guilt trip (apart from the money spent in your sales lol..)"

That's the other thing that makes Frugi so special – they really do talk to their customers all the time, getting all important hints & tips that help them continually make sure that they are at the cutting edge of what's best in children's clothing. This is certainly the brand to watch!

Organic and ethical clothing company Frugi is 6 years old and based in Cornwall. Frugi creates two main seasonal collections and two injection ranges each year for Frugi Baby newborn to 2 years young (which includes the Cut4Cloth range of clothes designed to fit over cloth nappies) and Frugi Kids range for 2-8 years cheeky, from Spring 2011.


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