A worldwide children's clothing brand based in Helston has a new face taking over its development.

Sarah Clark has been appointed CEO of Frugi, which has grown form small beginnings to a multi-million pound clothing and accessories brand with a celebrity following.

Replacing Hugo Adams, who joined in 2018, Sarah will be relocating to work at the Frugi headquarters in Helston, to officially start on March 1.

Frugi said: "Sarah 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.

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"For 14 years, Sarah worked with Procter and Gamble overseeing their beauty-care businesses and then moved to iconic cycling brand Rapha for five years where she was appointed chief marketing officer and then chief commercial officer.

"During her tenure Rapha was sold to the Walton family of Walmart, for record-breaking multiples of EBITDA [earnings before interest, taxes, depreciation, and amortisation].

"Latterly she has been CCO of luxury British furniture brand OKA, founded by David Cameron’s mother-in-law Lady Annabel Astor, and sold to Investindustrial group in July 2018.

"At OKA she has been spearheading the evolution of the brand, the digitisation of the business and the international expansion plans."

Sarah Clark has been appointed CEO of Frugi

Sarah Clark has been appointed CEO of Frugi

Julia Reynolds, appointed chair of Frugi in October 2018, 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,” says Julia Reynolds, Chair.

It was announced back in July 2018 that the founders of Frugi, Kurt and Lucy Jewson, who started the brand on their their kitchen table in Constantine before growing it into a business with a £10 million turnover, were stepping back after 14 years.

It has developed a celebrity following, with children from the likes of One Show presenter Alex Jones, McFly singer Tom's wife turned author and I'm a Celebrity contestant Giovanna Fletcher, and even the Queen's granddaughter Zara Phillips spotted wearing its clothes.

Mr Adams was brought in as CEO, with the firm True, which describes itself as “Europe’s only retail and consumer investment and innovation firm,” now having a majority stake in the company.