Frugi, a popular UK childrenswear brand, is taking proactive measures in response to the UK’s exit from the European Union by opening a new fulfillment center in Utrecht, the Netherlands. The company aims to enhance its service to its growing community of European online shoppers. In addition, the fulfillment center will handle all European-based wholesale orders.
Owned by private equity firm True, Frugi will continue fulfilling non-EU orders, including those from the UK, from its warehouse in Helston, Cornwall. To ensure a smooth transition for this new venture, Frugi has been closely collaborating with DHL, its logistics partner. Stock has already been delivered to the Netherlands, and preparations are underway at the fulfillment center.
Frugi’s commitment to eco-friendly practices is also reflected in the Utrecht warehouse. The facility utilizes solar power, incorporates technology to recycle rainwater and has earned the prestigious BREEAM distinction, recognizing it as a leader in sustainability. This aligns with Frugi’s use of sustainably-sourced organic cotton in its clothing.
By expanding into Europe with the fulfillment center, Frugi anticipates further growth. The brand experienced a notable 50% increase in like-for-like sales during the Christmas trading period, and it expects even higher sales following its recent acquisition of TotsBots, a reusable nappy brand.
Hugo Adams, the new CEO of Frugi, expressed his enthusiasm for the brand’s future endeavors. He stated, “We have been incredibly busy shipping stock to the Netherlands and preparing for this exciting new chapter for Frugi.” Collaborating with DHL will enable efficient processing and booking of stocks.
The establishment of the fulfillment center in the Netherlands reinforces Frugi’s presence in Europe and showcases its dedication to sustainable practices. As the brand continues to expand and reach new customers, it remains committed to providing high-quality, environmentally-conscious clothing for children.