The latest on Frugi and TotsBots, including key developments and navigating Covid-19.
Known for its fun, colourful, organic cotton clothing and recycled plastic outerwear, Cornish childrenswear brand Frugi has successfully navigated the Covid-19 crisis with some significant developments.
As the brand celebrates its 16th birthday, two 2020 Queen’s Awards for Enterprise, together with some key milestones for its newly acquired reusable nappy brand TotsBots, the company’s brand position remains optimistic post-lockdown.
Frugi turns 16
Sixteen years ago, on 1 June, Frugi was born in a tiny Cornish cottage belonging to Lucy and Kurt Jewson. The duo was on a mission to find ethical clothing that would fit over their baby son’s cloth nappies. Fast forward to today and Frugi is the UK’s leading organic children’s clothing brand; available in over 500 retailers, 30 countries and also online.
Queen’s Awards
The Queen’s Awards for Enterprise are the most prestigious awards for UK businesses, recognising and encouraging outstanding achievements. Frugi has achieved not one, but two awards this year: the Sustainable Development Award and also the International Trade Award.
Frugi was one of only four companies to receive two Queen’s awards. Plus, it was the only company to receive awards in both of these categories. Essentially, the wins confirmed Frugi’s outstanding commitment to trading globally and as ethically and sustainably as possible.
Navigating the Covid-19 storm
At the start of lockdown, Frugi CEO Hugo Adams’ main priority was – and continues to be – the health and safety of all staff. Like many, on the announcement of lockdown, Frugi was hit with an almost total reduction in its wholesale business.
However, sales from the company website significantly increased. Frugi’s warehouses in Helston, Cornwall, and the Netherlands continued to operate with rigorous guidelines in place. Warehouse staff began working on split shits to reduce contact as well as adhering to strict social distancing protocols.
Sub-areas have also been defined to reduce contact during shifts and staff breaks are rotated with at least a 2m distance from other team members. PPE is available, including gloves, masks and handwash stations and additional, regular cleaning is in place.
After the health and safety of employees, Adams’ second priority was to ensure the survival of the business.
Frugi employs 105 staff and TotsBots has 75 in the UK, so various actions were taken in mid-March to minimise any damage. Frugi acted fast to realign production to keep factories operating and prevent cancellations with suppliers.
Key staff worked tirelessly to repurpose fabric, rephase product ranges and quickly adapt to the new normal; even using virtual tours of its overseas factories to ensure that production kept moving off factory lines.
As the bulk of business moved online and staff began working from home, Adams needed to equip staff with the right technology to do their jobs safely at home. Based in Cornwall, most Frugi staff are proficient with remote working, using technology to communicate with suppliers and customers all over the world.
With a 70% female workforce who enjoy an already flexible schedule, moving the business away from an office-based location was an initial challenge. Yet due to this flexibility, the change was rapid and productive.
Other measures included senior staff taking a voluntary 30% reduction in salary and the furloughing of 40 staff. This is alongside a complete freeze to the marketing budget, all non-essential capital expenditure and new recruitment.
Sales in the time of lockdown
With the recent sunny weather, online orders have increased via a generous sale of current seasonal items. During lockdown, analytics showed that Frugi customers spent more time on the site by browsing not only the new collections, but also the additional content on offer. For instance, free downloadable games and puzzles to entertain children at home.
Even with extreme lockdown measures in place, children keep growing and babies keep being born. With many bricks and mortar retailers temporarily closed, newborn baby clothing and leisurewear items have seen sales soar online with a 50% increase on the year.
In May, with temperatures reaching record highs, children’s swimwear sales have spiked. With the forecast of an imminent baby boom, Frugi is also anticipating growth in sales for its organic Bloom maternity range.
However, the most outstanding performance throughout the last three months has been Frugi’s reusable nappy business, TotsBots. TotsBots has experienced a 300% increase on the year as parents struggling to buy disposable nappies looked to reusables.
As well as saving money in the long term, reusable nappies cut down significantly on landfill waste. Subsequently, with many parents now making a permanent switch to reusable nappies, Frugi is expanding production on TotsBots.
Return to a new normal
As lockdown is gradually lifting, Frugi is adapting to a new normal. Dealing with a few remaining challenges and some difficult decisions, it is realigning departments and teams to the new work environment.
For example, how Frugi sells and communicates with customers has changed permanently. Communication has advanced and the use of technology has progressed to a new level of flexibility. The company’s three-year strategy has also escalated. It is now moving faster to develop the business at a more rapid pace.
Plus, Frugi is redesigning its company website, which it will relaunch in September. This will include significant enhancements in content, customer service and also the integration of new technology. And now, in June, most staff are gradually returning from furlough to work from home in part-time or full-time roles.
“We are relieved and grateful that Frugi has come out of lockdown in a healthy and stable financial position,” concludes Adams. “Thanks to our remarkable, dedicated staff, we are committed to moving on from this unprecedented crisis by remaining vigilant, prudent and mindful of our planet.”
For further information on Frugi, please click here.
