Feb 2, 2021
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Frugi kidswear label names new CEO

Feb 2, 2021

Ethical and sustainable kidswear brand Frugi has named a new CEO with Sarah Clark taking over from Hugo Adams. She’ll be relocating to work at the Frugi HQ in Helston, Cornwall, and will officially start on March 1.


Frugi is owned by specialist retail investment firm True, which said that she “brings a wealth of experience in leading global brands and omnichannel businesses at a local, regional, and global level across Europe, USA, and Asia Pacific”.

She worked with Procter & Gamble overseeing beauty-care businesses for 14 years and then moved to cycling brand Rapha for five years where she was appointed CMO and then CCO. Rapha was sold during her time there for a record-breaking EBITDA multiple. 

Her most recent role was as CCO of luxury British furniture brand OKA, which was acquired from founder Annabel Astor in 2018 by Investindustrial. While there, she’s been “spearheading the evolution of the brand, the digitisation of the business and the international expansion plans”.
Frugi chair Julia Reynolds said: “The board is delighted to be working with such a high calibre individual as Sarah who is joining the business at a time of fast growth. The business has ambitious plans and with Sarah at the helm, we are confident that the business will go from strength to strength.”

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