Yudu - Springboard_JanFeb_2012

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UKTI’S EXPORT CORNWALL TEAM HELPS CORNISH ORGANIC CLOTHING COMPANY FRUGI TAKE ITS PRODUCTS INTO 45 OVERSEAS MARKETS BIT.LY/W5A4RU

UKTI’S EXPOR COMPANY F

C CLOTHING MARKETS

n 2004, Kurt and Lucy Jewson left their jobs to focus on creating a new business, inspired by their baby’s bottom.

n 2004, Kurt a Jewson left the focus on creat business, insp their baby’s bottom Preferring to use

Preferring to use washable nappies rather than disposable ones for their baby, Tom, they found that because cloth nappies are

nappies rather than disposable ones fo baby, Tom, they fo because cloth nap bulkier than dispos clothes large enoug The number of c from parents in the there was a sizeab ‘cut for cloth.’ In a leap of faith,

bulkier than disposable ones, they struggled to fi nd clothes large enough to fi t around the bottom. The number of comments on internet forums from parents in the same boat convinced them there was a sizeable market for clothes that were ‘cut for cloth.’

In a leap of faith, they both resigned from well- paid jobs, cashed in all their investments and established a business to supply organic baby clothes that would fi t over cloth nappies. Sales soon took off and Frugi began expanding overseas. Emily Moore, overseas trade and marketing co-ordinator, joined the business in 2010. She says: “We started small but we are now trading in 45 countries around the world. Most of our markets are in Europe but we also trade in the United States and Australia. We have distributors in Russia and South Korea, but in all other countries, we deal directly with our retailers.”

Export sales now account for just over half of Frugi’s current turnover, adds Moore: “UK Trade & Investment has been a terrifi c help every step of the way. Our international trade advisor, Steve Beldon, is an invaluable source of information and we turn to him for advice on a wide number of queries related to our overseas business. This includes everything from paperwork queries to market insights and help with local contacts.

She continues: “I am s: “I am

personally a newcomer to export as my previous roles have not involved overseas sales so I have really benefi from the training available

wcomer to evious roles d overseas

eally benefi ted available

through Export Cornwall. I have attended a number of training sessions and am now looking forward to joining the six month

Cornwall. I have ber of training

‘International Managers’ course. I am expecting it to really expand my knowledge and help me identify new business opportunities. “Frugi has also benefi ted from matched funding support that has helped us towards the cost of exhibiting at trade shows in Germany and the United States.

m now looking g the six month expecting it to p me identify

ched funding he cost of y and the

“In Germany, we attended the ’Kind und Jungend’ exhibition, the leading children’s wear trade show in Germany, and this resulted in a huge amount of new business for us. Between 2009 and 2010, our sales in Germany more than doubled and they were set to increase substantially again in 2011. “Support from UK Trade & Investment to make market visits and understand local competition makes an extremely useful addition to our knowledge. The better we understand the local markets, the more we can maximise our sales. UK Trade & Investment has been a fantastic partner in helping us get to this position and we look forward to continuing to grow our business overseas.” ■

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