A POPULAR sustainable fashion brand in Cornwall has been bought out after going into administration. 

Frugi, which was set up in 2004, opened a store in Helston back in September of this year, however, The Packet has since learned that the company had appointed auditing firm PwC as administrator yesterday (Nov 30). 

Taking over will be Refined Brands, which is also the parent company of another Cornwall-based ethical fashion brand, Celtic & Co, based at Indian Queens, near St Columb.

In a post uploaded to its social media page, Frugi's head of design and brand, Jeni Bolton, said: "Today our wonderful brand fell into administration. 

"We have been lovingly rescued by Refined Brands, the parent company of fellow Cornwall-based ethical brand Celtic & Co.

"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 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 in to our new family home."

"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," James Williams, group managing director of Refined Brands, told Drapers Online.

"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."

The company, originally set up in 2004 by Lucy and Kurt Jewson from their kitchen table in Constantine, before opening their first headquarters at Gear near St Martin and then moving to Helston, was taken over by London-based investment firm True in July 2018.

Last year Sarah Clark took over from Hugo Adams as CEO of Frugi and in March this year Margaret McDonald was appointed as the group’s new chair, with experience as global president of Victoria’s Secret and a senior executive for GAP Inc, Banana Republic and Primark.

The Packet has contacted Frugi for a statement.