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Ethical childrenswear brand Frugi appoints new CEO

Lauretta Roberts
03 February 2021

Ethical childrenswear brand Frugi has appointed Sarah Clark as its new CEO, replacing Hugo Adams who has left to form his own consultancy.

Clark will start her new role on 1 March and joins the business from luxury furniture brand OKA, where she has been chief commercial officer since July 2019. Prior to that she spent five years with high end cycling brand Rapha, latterly as chief commercial officer.

Julia Reynolds, chair at the Cornwall-based brand, said: “The board is delighted to be working with such a high calibre individual as Sarah who is joining the business at a time of fast growth. The business has ambitious plans and with Sarah at the helm, we are confident that the business will go from strength to strength."


Sarah Clark

Specialist retail investor True acquired a majority stake in Frugi in July 2018 and at that point Adams, a former executive board director of Superdry and chief of staff at Marks & Spencer, was made CEO.

The business was founded by husband and wife team Lucy and Kurt Jewson in 2004 and was received the Queen’s Award for Enterprise in 2014. It specialises in producing clothing made from organic cotton and recycled plastic bottles.

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