Love Or anic

Frugi means fruits of the earth in Latin and all the clothes we make are produced from organic cott on or recycled materials such as used plastic bott les. 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.

Hi there and welcome to Frugi...

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2008 saw us change our name to ‘Frugi’ – meaning ‘Fruits of the Earth’ in Latin

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 workingat our HQ in Cornwall, and across the UK and Europe

2008 2014 2016

The Story of Frugi...

Our team had grown to 16 members and moved into our lovely, purpose-built HQ in Helston, Cornwall

2010

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 fi nd clothing to cover our newborn son’s cloth-nappied bum

2004

One is impressed!

We’re still growing...

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Product and Design Philosophy

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• We strive to be ethical, honest and transparent in all that we do

• We are brave and embrace creativity and innovation

• We put the people and the planet first

• We believe in having fun along the way

• We will reach for the sky, but keep our feet on the ground

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. ADVENTUROUS!

comfy

innovativeFUN!

honest

c rle ev

cREATIVE

fresh!

Our Vision and Values

We care about the planet!

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Why Organic Cotton?

• Our clothes are made from supremely soft , premium organic cott on

• Organic cott on feels so much soft er because the cott on fi bres are left intact and not broken down by the chemicals used in the farming and processing of conventional cott on

• It’s kinder to delicate skin, and allergy suff erers

• It’s durable; organic cott on clothing lasts so much longer enabling you to hand it down for generations

• Organic farming methods are bett er for our planet, wildlife and for the farmers that employ them

• It takes approximately 12 months from planting the seed to transform lovely organic cott on into our beautiful clothes

Frugi is proud to be certifi ed both by the Soil Association and Global Organic Textiles Standards (GOTS).

Th e 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.

Th ese 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 fi xed wage.

We are really proud of the long term relationships we have developed with our partners who manufacture our clothes.Katie Julian, Head of Procurementwith one of our Indian partners.

Our Important Certificates

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Product Categories and RRPs

Newborn – RRPs from £9 to £39RRPs from 20€ to 61€

Baby – 0-4 years - RRPs from £9 to £39RRPs from 20€ to 61€

Kids – 2-10 years - RRPs from £14 to £38RRPs from 22€ to 57€

Toys - RRPs from £10 to £25RRPs from 13€ to 33€

Accessories - RRPs from £5 to £19RRPs from 8€ to 30€

Outerwear - RRPs from £24 to £49RRPs from 36€ to 74€

Swimwear - RRPs from £12 to £26RRPs from 19€ to 41€

tMee

our SNu

ggly organic friends!

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What are we famous for?

cleverdesign

clothes big enough to fit over cloth nappies

our reversible snuggle fleeces

keep children cosy and warmour reversible dresses

are fun and practical

our parsnip pants don’t ride up due to the generous fold over waistband and cuffs

turn ups or turn downs - allows for more growing room

CUT 4 CLOTH

3D fun!

soft and squidgy lined

adjustable waistband

COSY!

SUPERCOMFY

2 WAYDESIGN

cleverdesign

As you’ve probably gathered, we’re prett y keen on organic cott on 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.

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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. Th ese 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 bott les. 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.

Green bottles 1 7 93 52 6 84 10

How many bottles does it take to make a jacket?!

to make a Frugi Jacket

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We are constantly innovating and looking at ways we can create beautiful clothes that have an ethical story.

In 2016 we launched our fi rst swimwear range using Oeko-Tex certifi ed UPF50+* highly advanced technical fabrics that keep litt le 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 means ‘ultraviolet protection factor’

Swimwear

UPF 50+Ultraviolet protection factor. Safe in the sun!

Oeko-Tex approved fabricNo nasty chemicals

Designed with love in Cornwall...

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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. Th ey will get handed down and cherished for years.

• Our trade customers dare to be diff erent. 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.

Our Customer Appeal

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UK Independent Retailers

Our Wholesale Stockists Our Wholesale Stockists

Jackie Zorn, Babywear Buyer at John Lewis

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

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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. “

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Here at the John Lewis Partnership, we love Frugi because not only is it organic, but it looks and feels organic! Th e bright colours and styles really stand out on the shop fl oor!Amanda, a Partner on babywear atJohn Lewis store, Cheadle

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“ 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

“ Frugi is a great brand to stock, my customers love the bright colours, fun designs and scrummy organic cott on. 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. Th e ‘Retailer Hub’ is a great resource to help us promote the brand.”Jo Watson, Dandy Lions Boutique, Buckingham

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I stock Frugi because I have absolute confi dence in its quality. I can talk so honestly about how it lasts, washes and always survives to become a hand-me-down. Th ose things mean a lot to the modern parent.

Zoe Grant, Tinkers and Belles, Isle of Anglesey

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Our Wholesale Stockists

Europe

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 fi bres and no chemicals, they are soft and last longer. I think behind the brand there is a ‘great family that believes in a bett er future for our people and the planet’.Manuela Di Cesare, Le Civette, Italy

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At Zalando, we love Frugi’s bright colours and high quality designs combined with the ethical use of organic cott on which is really important for our customers. Th e 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

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We love the Frugi prints and colours and we appreciate the high quality and design of all the clothes.Stephanie Loosbergh, Lunaviolette, France

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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 “

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Wholesale Support Wholesale Support

In-Store Events Seasonal Showrooms

Dedicated Account Management Visual Merchandising Shop of the Month competition

Windows POSLookbooks and Buyers Guides

frugiwholesale.com Retailer HUB

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Recent PressAdventure Coat

Frugi in the Press

Sally & Ronnie Wood (Rolling Stones)Buzzy Bee Blanket

Samia Ghadie (Actress) Charlie Romper

Managing DirectorLucy Jewson (Frugi)

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Celebrity Friends

We have also made some super cool celebrity friends who love Frugi just as much as our customers all over the world.

Fearne Cotton(UK Broadcaster,

Charity Ambassador)

Social followers 3.3MRex Jumper

Nela Lee (German TV Host, Vlogger)

Social followers 289K

Charlie Romper

Giovanna Fletcher(UK Author, Blogger, Actress)Lovely BabygrowSocial followers 1.4M

Everyone loves a pat on the back. Over the years our hair has been tousled and back slapped by some prett y impressive people.

We’ve also won some fantastic awards including…

An award from the Queen – thank you ma’am

Trumpet Blowing

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Th ank you for taking the time to read our brand book. If you liked what you read and would like to fi nd 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 Litt le 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.

At Frugi we believe you can create a brilliant business and make a diff erence to the world.

For the past 10 years we have been a member of ‘1% for the planet’, a worldwide group of businesses committ ed 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 ‘Litt le Clothes BIG change’ campaign as we wanted to focus our charitable support on initiatives that are making a positive diff erence to the lives of children.

This year we are supporting:

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Printed by Park Lane Press on FSC certifi ed paper, using fully sustainable, vegetable oil-based inks, power from 100% renewable resources and waterless printing technology. Print production systems registered to ISO 14001, ISO 9001, EMAS standards and over 97% of waste is recycled.