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Frugi acquires cloth nappy company TotsBots

Lauretta Roberts
10 January 2020

Frugi, the sustainable kids fashion and lifestyle brand, has expanded with the acqusition of environmentally friendly cloth nappy company TotsBots.

The deal, the value of which was not disclosed, was closed earlier this week and also included Tots Bots' sister brand Bloom & Nora, which makes reusable sanitary products.

True, the specialist retail investment and innovation firm which holds a majority stake in Frugi, injected further cash into the business to fund the acquisition. True worked closely with Frugi founder, Lucy Jewson, who remains a shareholder in the group and has a long-standing relationship with the TotsBots founders, to allow for the three brands to come together.

Hugo Adams, CEO, Frugi said: “This is a really exciting acquisition that goes right back to the founding principles of both brands. We already share a common purpose, values and ethics as well as an obvious product fit. Both businesses are already hugely successful with excellent growth rates. Bringing them together gives us even more opportunities to leverage the considerable skills and expertise in both businesses for the benefit of our customers, suppliers and the environment.”

Fiona Smyth, Co-Founder, TotsBots added: “We have spent 19 years developing, manufacturing and selling sustainable and environmentally friendly nappies. We have always looked to make the best products, in the kindest way possible to our planet, inspiring and enabling parents to make choices that have a positive environmental impact for the future of their children. Frugi, and Lucy in particular, have always been an inspiration to our brand and bringing our company together with Frugi is the best possible outcome for us, our customers, suppliers and the environment. With such close alignment to our own ethical and sustainable objectives, we are really excited for the journey ahead.”

Frugi was founded by husband and wife team Kurt and Lucy Jewson in 2004. The pair sold a majority stake to True in July 2018. Following the deal Adams, who had previously been an executive board director of Superdry and chief of staff at Marks & Spencer, was appointed as CEO.

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