The founders of Helston’s multi-million pound clothing company Frugi have announced they are taking a step back after 14 years.

What was started by Kurt and Lucy Jewson on their kitchen table in Constantine, trying to make clothes to fit over reusable nappies, has grown into a business with a £10 million turnover and a celebrity following.

Now based in Helston, via early production near St Martin, the brand is going through another evolution – this time in its management.

While Lucy will continue to be very much involved as a “Brand Ambassador,” keeping a close eye to ensure the business stays true to its ethical values and quirky designs that make it ‘Frugi’, they have employed a new chief executive officer Hugo Adams – whose CV includes high ranking positions with brands such as Body Shop, Dyson, M&S and most recently Superdry – as well as the firm True.

True, which described itself as “Europe’s only retail and consumer investment and innovation firm,” now has a majority stake in the company and will work with the existing management team there to continue to grow Frugi.

Explaining their reasons behind the decision on their blog this morning, Lucy said: “It means we can take a little step back from the demands of being 100 per cent responsible for running a fast growth business, which has always been a 24/7, 365 days a year commitment.

“Many of you know we’ve had a rocky time with Kurt’s prostate cancer diagnosis and while we are supremely grateful that he is now in remission, it has taught us that life is very fragile and short and we just want a little more time to spend with our two boys and ‘live’ life some more.

“We are still shareholders in the business however, and I will be taking a role as ‘Brand Ambassador’ making sure Frugi stays, well, ‘Frugi’! True are totally committed to our core beliefs too, so this is just about making sure we keep being the brand that you want us to be.”

Speaking as part of the formal statement regarding the changes to the business, she added that it was important to both Kurt and her to find an investor that respected the strong, ethical values Frugi was based on, but also had the the experience to help support its future growth, particularly digitally.

“Paul [Cocker, True’s co-founder] and the True team – as entrepreneurs themselves – quickly grasped the opportunities and challenges we face as a rapidly growing business.

“They’re going to protect and enhance Frugi’s innovative and ethical ethos, while helping us reach more likeminded customers around the world,” she said.

Paul said: “Lucy and Frugi’s approach to product integrity, ethics, brand loyalty and digital fulfilment reflects what modern shoppers want. Frugi has great potential, allowing us to attract someone of Hugo’s calibre to lead the next phase of growth, alongside Lucy and the team.”

Frugi’s ethical yet fun designs led to a Queen’s Award for Enterprise in 2014, while in its manufacturing, the company uses only organic cotton or recycled plastic bottles – recycling 36 to make just one of its winter jackets. Frugi also gives one per cent of its annual revenue to good causes.

Lucy has concluded their blog announcement by saying to their customers: “Finally, we just wanted to say a massive thank you for supporting us so amazingly over all these years – it’s been a rollercoaster at times, but it’s always been fun.

“We are so proud to call you all our Frugi Family. You have been our heart and soul and we are really happy that you are coming on this next phase of the journey with us, it’s going to be very exciting. Watch this space!”