Love Or anic
Hi there and welcome to Frugi... Frugi means fruits of the earth in Latin and all the clothes we make are produced from organic cotton or recycled materials such as used plastic bottles. My husband Kurt and I founded Frugi in 2004 and we are now the UK s bestselling organic childrenswear brand. We want to show the world that you can create a great brand, whilst upholding strong ethical and environmental beliefs. We currently sell via our consumer website welovefrugi.com and via our trade customers who number over 500 worldwide, creating a movement of like-minded, ethically-driven individuals and teams that believe in great brands and great business. We ve created this brand book to give you some more information about who we are and what we do and if you like what you see, we would love you to join our Frugi family. 2 3
The Story of Frugi... We re still growing... One is impressed! 2004 2008 2010 2014 2016 Frugi was born. Or rather, Cut4Cloth was born, as that was our name back then. Frugi started life as a Eureka moment when we struggled to find clothing to cover our newborn son s cloth-nappied bum 2008 saw us change our name to Frugi meaning Fruits of the Earth in Latin Our team had grown to 16 members and moved into our lovely, purposebuilt HQ in Helston, Cornwall On our 10th birthday, we received the Queen s Award for Enterprise and went to Buckingham Palace to meet Her Majesty We are still growing fast and expanding our product range. Our team now numbers over 65 people working at our HQ in Cornwall, and across the UK and Europe 4 5
Our Vision and Values Product and Design Philosophy Our clothes are We ve developed the phrase informal professionalism to best sum up how we like to work. Our vision is to be the most fun, desirable and trusted clothing brand on the planet. creative ADVENTUROUS! comfy We strive to be ethical, honest and transparent in all that we do We are brave and embrace creativity and innovation honest We put the people and the planet first We believe in having fun along the way We care about the planet! innovative FUN! We will reach for the sky, but keep our feet on the ground c le e r v fresh! 6 7
Why Organic Cotton? Our Important Certificates Our clothes are made from supremely soft, premium organic cotton Organic cotton feels so much softer because the cotton fibres are left intact and not broken down by the chemicals used in the farming and processing of conventional cotton It s kinder to delicate skin, and allergy sufferers It s durable; organic cotton clothing lasts so much longer enabling you to hand it down for generations Organic farming methods are better for our planet, wildlife and for the farmers that employ them It takes approximately 12 months from planting the seed to transform lovely organic cotton into our beautiful clothes Frugi is proud to be certified both by the Soil Association and Global Organic Textiles Standards (GOTS). The strict socio-economic criteria built into these organisations mean that when you are buying products with these stamps on you are not just buying organic you are buying ethical. These credentials show that we don t use child labour and that all the people who make Frugi clothes, work in a safe environment, and are guaranteed a fair fixed wage. We are really proud of the long term relationships we have developed with our partners who manufacture our clothes. Katie Julian, Head of Procurement with one of our Indian partners. 8 9
Product Categories and RRPs Mee t Newborn RRPs from 9 to 39 RRPs from 20 to 61 Baby 0-4 years - RRPs from 9 to 39 RRPs from 20 to 61 Kids 2-10 years - RRPs from 14 to 38 RRPs from 22 to 57 our SNuggly organic friends! Toys - RRPs from 10 to 25 RRPs from 13 to 33 Accessories - RRPs from 5 to 19 RRPs from 8 to 30 Outerwear - RRPs from 24 to 49 RRPs from 36 to 74 Swimwear - RRPs from 12 to 26 RRPs from 19 to 41 10 11
What are we famous for? As you ve probably gathered, we re pretty keen on organic cotton and ethical business. However, it s no good being worthy and then not backing this up with great products, which is why we put awesome design at the heart of our creative process. We love bright colours, playful characters and clever details such as reversibility, adjustable waistbands and 3D designs which make our clothes so comfy and fun that children love to wear them. 2 WAY DESIGN SUPER COMFY clothes big enough to fit over cloth nappies CUT 4 CLOTH our reversible snuggle fleeces keep children cosy and warm clever design 3D fun! our reversible dresses are fun and practical our parsnip pants don t ride up due to the generous fold over waistband and cuffs soft and squidgy lined adjustable waistband COSY! turn ups or turn downs - allows for more growing room clever design 12 13
How many bottles does it take to make a jacket?! Another world-class leading product is Frugi s technical outerwear, which was borne out of a close working relationship with our dynamic and innovative manufacturers. These guys are masters at what they do, and know how to turn an idea into reality. What makes it really exciting is that every item is made from 100% post consumer recycled polyester. Wow, what s that? Well. old plastic bottles. How fab is that? Using this technology we have developed everything from puddle suits to packaway jackets, calling upon our design guys to add a splash (can you see what we did there?) of Frugi love to each item. 1 2 4 3 5 6 8 7 9 10 Green bottles to make a Frugi Jacket 14 15
Designed with love in Cornwall... Swimwear We are constantly innovating and looking at ways we can create beautiful clothes that have an ethical story. In 2016 we launched our first swimwear range using Oeko-Tex certified UPF50+* highly advanced technical fabrics that keep little people safe in the sunshine. Oeko-Tex is an independent global organisation who set the standards, test and certify textiles to ensure that they contain no nasty chemicals. Like GOTS this means that it s good for children to wear, good for the people who make the garments and good for the environment. UPF 50+ Ultraviolet protection factor. Safe in the sun! Oeko-Tex approved fabric No nasty chemicals *UPF means ultraviolet protection factor 16 17
Our Customer Appeal Frugi is a quintessentially British brand and we are proud of our Cornish roots If it isn t fun then it isn t Frugi let s let children be children and go play outside. Our customers want children to wear our clothes, not make them. Frugi has a story to tell, and a mission to accomplish to show that superb design, great ethics and passionate people can help change the world. Frugi clothes are built to last. They will get handed down and cherished for years. Our trade customers dare to be different. Numbering over 500 worldwide, and including independent shops and big retailers such as John Lewis and Zalando, they are a club of driven, hard-working, inspirational people. Frugi is more than just a clothes brand. Frugi is a lifestyle. Informed, innovative, caring and fun. 18 19
Our Wholesale Stockists It s a pleasure working with Lucy and the Frugi team. We have a close working relationship and together always aim to deliver the best for our customers. Jackie Zorn, Babywear Buyer at John Lewis Our Wholesale Stockists UK Independent Retailers We ve been working with Frugi since our store opened and our customers love the bright fun designs and fab quality. We consider our relationship with Frugi to be a real partnership and they ve helped us grow through our early years. We re looking forward to working with Frugi long into the future! Justin and Rebecca Horton, Funky Monkey, Penarth, South Wales I stock Frugi because I have absolute confidence in its quality. I can talk so honestly about how it lasts, washes and always survives to become a hand-me-down. Those things mean a lot to the modern parent. Zoe Grant, Tinkers and Belles, Isle of Anglesey 20 Here at the John Lewis Partnership, we love Frugi because not only is it organic, but it looks and feels organic! The bright colours and styles really stand out on the shop floor! Amanda, a Partner on babywear at John Lewis store, Cheadle Frugi is a great brand to stock, my customers love the bright colours, fun designs and scrummy organic cotton. As a retailer, Frugi have some great initiatives to support us including Shop of the Month, competitions we can roll out to customers and they have been supportive with our own in-store events. The Retailer Hub is a great resource to help us promote the brand. Jo Watson, Dandy Lions Boutique, Buckingham We love Frugi at Smartypants because they always use the best quality organic fabrics and fantastic children-friendly design. We love how Frugi are always helpful and want to move their brand forward they really listen to us as a stockist. We love how Frugi ask our opinion and any improvements which can be made are always carried through! Gillian and Hollie Girolami, Smartypants, Broughty Ferry, Dundee 21
Our Wholesale Stockists Europe At Zalando, we love Frugi s bright colours and high quality designs combined with the ethical use of organic cotton which is really important for our customers. The Frugi team are easy to work with and we look forward to continuing to build a long-lasting relationship and growing our Frugi sales together. Agnieszka Piechel, Buyer Kids Apparel, Zalando SE I love Frugi because it has captivating colours, because it lets children be children, because it is an ethical brand and gives mums the certainty the products are of high quality and eco-friendly, made with 100% natural fibres and no chemicals, they are soft and last longer. I think behind the brand there is a great family that believes in a better future for our people and the planet. Manuela Di Cesare, Le Civette, Italy Frugi is scrumptious because of its quality and design, it is soft, fun, caring and unique, things that I am looking for in my shop. Have your most loved ones wear the best there is and that is Frugi. Eva Puerto, Iameva, Netherlands We love the Frugi prints and colours and we appreciate the high quality and design of all the clothes. Stephanie Loosbergh, Lunaviolette, France 22 23
Wholesale Support Wholesale Support In-Store Events Seasonal Showrooms Windows Lookbooks and Buyers Guides POS Dedicated Account Management Visual Merchandising Shop of the Month competition frugiwholesale.com Retailer HUB 24 25
Managing Director Lucy Jewson (Frugi) Frugi in the Press 27 Recent Press Adventure Coat Samia Ghadie (Actress) Charlie Romper Sally & Ronnie Wood (Rolling Stones) Buzzy Bee Blanket 26
Giovanna Fletcher (UK Author, Blogger, Actress) Celebrity Friends We have also made some super cool celebrity friends who love Frugi just as much as our customers all over the world. An award from the Queen thank you ma am Trumpet Blowing Everyone loves a pat on the back. Over the years our hair has been tousled and back slapped by some pretty impressive people. We ve also won some fantastic awards including Rex Jumper Lovely Babygrow Social followers 1.4M 29 Fearne Cotton (UK Broadcaster, Charity Ambassador) Social followers 3.3M Nela Lee (German TV Host, Vlogger) Social followers 289K Charlie Romper 28
At Frugi we believe you can create a brilliant business and make a difference to the world. For the past 10 years we have been a member of 1% for the planet, a worldwide group of businesses committed to supporting grass-roots environmental causes by donating at least 1% of their annual net revenues. With the help of our customers we donated over 275,000 while we were a member. However, in 2016 we decided to go solo by creating our Little Clothes BIG change campaign as we wanted to focus our charitable support on initiatives that are making a positive difference to the lives of children. This year we are supporting: Thank you for taking the time to read our brand book. If you liked what you read and would like to find out more about joining our Frugi family, please get in touch. email info@frugiwholesale.com telephone +44 (0)1326 558462 website frugiwholesale.com Facebook facebook.com/welovefrugi We look forward to hearing from you. As we have mentioned we are very proud of our Cornish roots and in addition to Little Clothes BIG Change, we continue to support the Cornwall Wildlife trust which is the only organisation dedicated to the conservation of the Cornish environment and its wildlife. 30 31
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