Interview: Hugo Adams, new CEO of sustainable childrenswear brand Frugi

2018 was a very busy year for Cornish childrenswear brand Frugi. In July founders Lucy and Kurt Jewson sold a majority stake to private equity firm True, which was followed by the appointment of Hugo Adams, former executive board director at Superdry, as new CEO in August and Julia Reynolds, previous CEO of Antler luggage, as chair in October. These steps are set to take the sustainable kidswear brand to its next level and scale its growth across multiple channels. Since its launch in 2004, Frugi has grown into one of the leading childrenswear labels in the UK thanks to its 100 percent organic cotton garments and strong ethical credentials, which play a significant part in its appeal. The brand currently operates in 28 countries with an annual turnover of 10 million Pounds, and 2019 is set to be another eventful year. FashionUnited spoke to Hugo Adams about his first few months at the helm of Frugi and finds out which key developments are top of his agenda.