A children’s wear brand with a celebrity following has opened a flagship store opposite its Helston headquarters.

Frugi opened the doors to its shop at Wheal Vrose Business Park, on the Water-ma-Trout industrial estate, last Thursday following a preview event for friends and local customers the night before.

The store, open Monday to Friday, 9am to 5pm, will now stock the full range of current season items as well as accessories, bedding and, for the first time, fabric by the metre. It will also offer personalisation of clothes on site.

Lucy Jewson, who founded Frugi with her husband Kurt, said: “We are delighted to be opening a new flagship Frugi store. It feels like a real watershed moment for the brand.

“For all Frugi fans visiting Cornwall, our new shop will be a destination where they can enjoy the full Frugi experience in the place the brand was born.”

Falmouth Packet:

In line with their sustainable and ethical ethos, recycled materials have been used where possible inside the store.

Since it was founded in 2004 over the couple’s kitchen table in Constantine, after they struggled to find clothes to fit over their children’s cloth nappies, the brand has developed a worldwide following, with a strong fan base now in America and a celebrity fans including Giovanna Fletcher, Alex Jones and Zara Phillips.

In the last 2016/17 financial year Frugi turned over £8 million and is on track to grow by 25 per cent this year.