Frugi is bought out of administration

Frugi owners last week announced that the company had been bought out by Refined Brands.

Having sold a major share of its business to a private equity company in 2018, Frugi owners Lucy and Kurt Jewson had planned to take a step back from the business following Kurt’s diagnosis of prostate cancer. The couple planned to spend more time together as a family.

Unfortunately the business had to go into administration last week, despite Lucy returning in a voluntary capacity to the Cornish business, to try and turn things around.

Frugi cited Brexit, Covid and the current cost-of-living crisis as factors which combined to make it impossible to continue.

Alongside the news that PwC had been appointed as administrator, however, it was also revealed that Cut4Cloth, the parent company of Frugi, has been bought out by Refined Brands, the parent company of another Cornwall-based fashion brand, Celtic & Co, ad bought the IP and assets of the Frugi brand.

Frugi’s operations and head office team of around 100 have been reported to be relocating to Refined Brands’ HQ in Indian Queens. Online orders will resume immediately, once stock has been transferred.

Jeni Bolton, head of design and brand at Frugi, said in a statement: “Today our wonderful brand fell into administration. We have been lovingly rescued by Refined Brands.

“We are joining a family of pioneering ethical brands with aligned values and a shared vision for a more sustainable approach to product and business.

“Our mission remains clear, to bring colourful joy and comfort to our treasured customers in a considered and trusted way. Taking care of people and planet with every step.

“As our Frugi family, we thank you all for your continued love, support and patience as we work extremely hard to get us back online and navigate settling into our new family home.”

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