Nursery Today magazine

Growth in Germany for Frugi

Frugi support continued growth in Germany with the Appointment of Modeagentur Timm

Due to phenomenal growth in Germany, Frugi, the UK’s leading organic children’s clothing brand, is pleased to announce the appointment of Modeagentur Timm. The renowned agency will support Frugi’s expanding customer base, as sales continue to grow in the country. 

Modeagentur Timm has over ten years’ experience in children’s fashion. With a focus on building long-lasting relationships with brands, the agency has strong connections with over 500 independent retailers as well as some large department stores in Germany, making them the perfect partner to provide unrivalled support across the country. With a sales team of five agents, as well as an in-house marketing/PR manager, Frugi are confident this appointment will provide the support it needs to prosper in this market.

With Frugi’s trade sales in Germany accounting for nearly 30% of its total wholesale business, the brand has experienced consistent year on year growth. The multi-award winning clothing company has seen a +39% increase in sales from AW15 to AW16, and now with the appointment of Modeagentur Timm, this growth is set to increase again.

Speaking about the popularity of Frugi in Germany, Caroline Flood, Commercial Director at Frugi, said: “We believe the reason why Germany is Frugi’s second biggest market is because the German consumer is very advanced in their awareness of and passion for organic cotton and understands the benefits to both their child and the planet. Furthermore they love the bright colours, prints and appliques for which Frugi is famous. Finally, German children are of a similar build to British children so the generous Frugi sizing fits them perfectly.”

Caroline continued: “Germany is a strategically important market for Frugi, second only in sales turnover to our home market of the UK. With this in mind, it’s important for us to provide the best support to our German customers.  Modeagentur Timm covers the length and breadth of Germany and also has a permanent showroom in Hamburg as well as a Marketing/PR manager within the team, who will be instrumental in raising our brand awareness further in Germany.”

Adding to this Nicole Timm, Owner of Modeagentur Timm said: “Being Frugi’s agent in Germany means a lot to me as the values held by Frugi correspond exactly with my own ethos. In addition, it is great fun to work with this colourful, child-oriented collection, which is certified to the highest standard and to meet retailers for whom sustainability and social engagement are important. It is simply a good feeling to be part of this positive world and we look forward to a long-lasting working relationship and growing Frugi’s sales further in the German market.”

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