Award-winning organic and ethical clothing brand, Frugi, is welcoming new director of ecommerce and marketing, James Williams, to its rapidly expanding team in Helston, Cornwall.
Williams previously worked at Phase Eight, where he was director of online and marketing. Having relocated from the South East, he will now be responsible for Frugi’s ecommerce and marketing strategy.
In his new role, Williams will oversee a team of 22. His remit will specifically include online trading, conversion rate optimisation and email marketing. Also, digital marketing, brand marketing, PR, social and web development.
Commenting on Williams’ appointment is Hugo Adams, Frugi’s chief executive officer. “I’m delighted that James will be joining us at a pivotal time for Frugi as we continue to invest in international growth. James will play a key role in these ambitious plans, which aim to significantly increase global turnover.”
Williams, adds: “Frugi is an exceptional ethical brand with a track record of success. I am very much looking forward to the challenge of this new role and joining the team.”
Williams began his career on the Marks & Spencer graduate training scheme; originally in stores before enrolling onto M&S.com Ecommerce. He then completed a variety of roles across M&S.com, including senior online trading manager for foods, wines, flowers, gifts and hampers.
After leaving M&S, Williams joined Jigsaw as the group head of ecommerce. This included seven websites – Jigsaw UK, USA and Australia. Also, The Shop at Bluebird and concession partners of John Lewis, House of Fraser and Farfetch.
James joins CEO Hugo Adams, previously executive board director at Superdry and head of property, store development and facilities management at M&S.
About Frugi
Designed with love in Cornwall, Frugi makes colourful, premium organic cotton clothes certified by the Soil Association and GOTS (the Global Organic Textile Standards). The award-winning brand also creates outerwear, bags and accessories from recycled plastic bottles.
Furthermore, it produces breastfeeding wear for mums and twinning outfits for mums and dads. The collection also features bedding, bags and accessories.
Every year, 1% of the brand’s turnover is donated to charity through the Frugi Little Clothes, Big Change initiative. So far customers have helped to donate over £500,000.
