Celtic & Co owner buys Frugi


Celtic & Co parent company, Refined Brands, has bought Helston-based ethical childrenswear brand Frugi.

The business, which was founded in 2004 by Kurt and Lucy Jewson and later sold to  private equity company True, in 2018, went into administration this week.

Refined Brands has acquired the intellectual property and assets of the Frugi brand via a pre-pack administration deal, for an undisclosed sum.

Frugi’s operations and head office team of around 100 will relocate to Celtic & Co’s base at Indian Queens.

Jennifer Bolton, head of design and brand for Frugi, said: “We are energised to be joining a family of pioneering brands with aligned values and a shared vision for a more sustainable approach to product design and manufacture.”

James Williams, group managing director of Refined Brands, added: “I’m delighted to be able to secure the future of this pioneering ethical childrenswear brand and save a significant number of local jobs in Cornwall.

“We are delighted that Frugi are joining our brand family. We have long been fans of the Frugi brand and find their strong ethical and sustainable brand values resonate strongly with our own.”

Margaret McDonald, executive chair of Frugi, said: “I would like to thank the team at Refined Brands for stepping in to acquire Frugi in challenging circumstances. It is a great example of two sustainable Cornish brands joining forces for the future. I do not doubt that Frugi can grow and prosper as Europe’s leading Organic childrenswear brand.”