Frugi appoints German agent
UK organic childrenswear brand invests in Germany.
By Laura Turner
7 February 2017
Organic children’s clothing brand Frugi
has appointed German agency Modeagentur Timm to support its expanding customer base in the country.
Modeagentur Timm has over 10 years’ experience in children’s fashion, with a focus on building long-lasting relationships with brands. The agency has connections with over 500 independent retailers, as well as some large department stores in Germany, enabling it to provide support across the country.
Frugi’s commercial director Caroline Flood is confident Modeagentur Timm - which has a sales team of five agents and an in-house marketing/PR manager - will provide the support Frugi needs to continue prospering in the German market.
“Germany is a strategically important market for Frugi, second only in sales turnover to our home market of the UK,” she says. “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.”
With Frugi’s trade sales in Germany accounting for nearly 30 per cent of its total wholesale business, the brand has experienced consistent year-on-year growth. It has seen a +39 per cent increase in sales from a/w 15 to a/w 16 and following the appointment of Modeagentur Timm, this is forecast to increase again.
“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,” continues Flood. “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.”
Adding to this, Nicole Timm, owner of Modeagentur Timm says, “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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