Ethical childrenswear brand Frugi acquired environmentally-friendly cloth nappy brand TotsBots earlier this year, forming a strong partnership and alliance based around their common purpose, values and ethics.
TotsBots designs, manufactures and sells sustainably sourced and environmentally friendly nappies made from recycled plastic bottles. Its products are now available on the Frugi website, while select Frugi lines are also being sold on the TotsBots website.
Both brands have also seen impressive growth recently, with Frugi posting a 50% jump in like-for-like sales over Christmas 2019 while TotsBots has seen its direct-to-consumer business grow by more than 80% throughout 2019.
“This is a really exciting acquisition that goes right back to the founding principles of both brands”, Hugo Adams, Frugi’s ceo told Drapers. “We already share a common purpose, values and ethics as well as an obvious product fit. Both businesses are already hugely successful with excellent growth rates. Bringing them together gives us even more opportunities to leverage the considerable skills and expertise in both businesses for the benefit of our customers, suppliers and the environment.”
He continued: “Both businesses will benefit hugely from working together by leveraging our customer base and cross-selling our products. TotsBots have production capability that could benefit Frugi and we can share our expertise by collaborating on wholesale offerings and driving distribution both ways.”
Fiona Smyth, co-founder of TotsBots, said: “We have spent 19 years developing, manufacturing and selling sustainable and environmentally friendly nappies. We have always looked to make the best products, in the kindest way possible to our planet, inspiring and enabling parents to make choices that have a positive environmental impact for the future of their children.”
Pictured left to right: Tracy Carroll (Frugi group finance and ops director), Fiona Smyth (TotsBots director), Hugo Adams (Frugi ceo) and Magnus Smyth (TotsBots director).
