Organic babywear brand Frugi recently made a significant acquisition by purchasing environmentally-friendly cloth nappy company TotsBots and its sister brand, Bloom & Nora. The deal was financed by True, a retail investment firm that holds a majority stake in Frugi. The founders of TotsBots and Bloom & Nora, Fiona and Magnus Smyth, will still have a stake in the expanded Frugi group, alongside Frugi founder Lucy Jewson.
True expressed its satisfaction with the progress of the Frugi brand, especially after a 50% increase in like-for-like sales during the recent Christmas trading period. TotsBots has also experienced significant growth, particularly in its direct-to-consumer business, which has seen an 80% increase in the past 12 months. TotsBots designs, manufactures, and sells sustainable nappies made from recycled plastic bottles, while Bloom & Nora utilizes bamboo and other sustainable materials to produce reusable sanitary items.
The acquisition of TotsBots is seen as an exciting step in Frugi’s growth strategy by Paul Cocker, co-Founder of True and board director at Frugi. He highlighted the shared purposes and business practices of the two brands, which will benefit not only customers but also their supply chains and the environment.
Frugi plans to utilize TotsBots’ existing manufacturing facilities to test and develop new products. CEO of Frugi, Hugo Adams, expressed enthusiasm for the acquisition, stating that it aligns with the founding principles of both brands. With a common purpose, values, and ethics, as well as a complementary product fit, the combination of the two businesses will provide more opportunities to leverage their skills and expertise for the benefit of customers, suppliers, and the environment.