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Ethical kids fashion label Frugi with Giovanna Fletcher, Alex Jones and Zara Phillips as celebrity followers opens flagship store in Helston in Cornwall

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An ethical fashion brand with a celebrity following is continuing its expansion with the opening of a new flagship store.
Frugi has opened the doors to its shop at Wheal Vrose Business Park, on the Water-ma-Trout industrial estate, on the site of its Helston headquarters.
Lucy Jewson, who founded the company with husband Kurt in 2004, is hoping the new store will become a destination in its own right for children wear shoppers.
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She said: “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.”

Frugi has opened flagship store in Helston (Image: Frugi)
The opening coincided with the launch of the brand’s new collection, inspired by globetrotting and undiscovered lands.
Since it was founded 14 years ago, 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.
Frugi turned over £8m in the financial year 2016/17 and is on track to grow by 25% this year.
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.
In line with their sustainable and ethical ethos, recycled materials have been used where possible inside the store.
Source: Cornwall Live