Julia joins the Board of the UK’s leading ethical and organic children’s clothing brand, alongside owners, True.

True, the retail and consumer sector specialist investor, has appointed Julia Reynolds as Chair of Frugi. The business was acquired by True in July 2018 and designs, manufactures and sells sustainably sourced organic cotton apparel and accessories for babies, children and new mothers.


Julia’s extensive retail apparel experience includes appointments as CEO for Antler, Blacks Leisure and, Director of Buying & Merchandising at Tesco where she was responsible for the launch of the Florence and Fred (F&F) clothing brand. Julia is also founder of Difficult Women – an organisation that promotes women’s skills in the boardroom.

Julia’s appointment follows that of Hugo Adams, former Executive Board Director of Superdry and Chief of Staff at Marks and Spencer, as CEO. Julia will work alongside Hugo and founder Lucy Jewson to help drive the next stage of Frugi’s growth.

Hugo Adams, CEO, Frugi: “We’re delighted to welcome Julia to the Frugi family. Her extensive board level and experience in apparel will be a huge asset to us and Lucy and I are looking forward to working closely with her going forward.”

Paul Cocker, co-founder, True: “Frugi has performed strongly since we acquired the business earlier this year, continuing to grow around 30% year on year.  We have known Julia for some time as an active member of our Live Network and I am confident that she will prove to be a fantastic addition to the team, further strengthening the fantastic culture that exists already.  I remain very excited about the potential of the business and look forward to witnessing its continued growth and disruption of the children’s apparel market.”

Julia Reynolds: “I am delighted to be joining Frugi as Chair. The combination of Frugi’s ethical ethos and innovative kidswear designs provides a solid platform for sustainable future growth. From the time I have spent in Frugi’s head office in Cornwall, it is clear that Lucy has done a fantastic job of building a team and a culture that will allow the business to thrive in the coming years.”