True backs Frugi

True will work with the existing management team to support Frugi's expansion plan and scalable growth. In addition to this, the GP will appoint Hugo Adams, former executive board director of Superdry and chief of staff at Marks and Spencer, as CEO.

True is currently investing via its True Capital Fund II, which held a £110m final close in April 2017 surpassing its original target of £75m.

Company
Established in 2004 and based in in Helston, Cornwall, Frugi designs and manufactures clothes and accessories for babies, children and new mothers by using organic cotton and recycled plastic bottles. The company's products are primarily sold via its welovefrugi.com website, alongside retail partners including John Lewis, Zalando, Next, and several independent stores. Frugi employs 86 people and in 2017 generated a turnover of £13m.

People
True – Paul Cocker (co-founder).
Frugi – Hugo Adams (CEO); Lucy Jewson (co-founder).

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