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Blog Posted By: Frugi
True acquires leading kids’ apparel brand, Frugi
Posted by: Frugi 02 August 2018

Ethical children’s apparel brand, Frugi, expands global brand presence with True’s investment and retail and consumer sector-focused expertise.


True, Europe’s only retail and consumer investment and innovation firm, has acquired a majority stake in organic kids’ clothing makers, Frugi (trading name of Cut4Cloth Ltd.). Frugi designs, manufactures and sells sustainably-sourced organic cotton apparel and accessories for babies, children and new mothers. 


True will work with the existing management team to support Frugi’s ongoing scalable growth. In addition, Hugo Adams, former Executive Board Director of Superdry and Chief of Staff at Marks and Spencer, joins as CEO. With extensive sales and marketing experience, Hugo has also worked for Dyson, where he led international growth, and the Body Shop.



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