One of the big news items in the kidswear industry this week was that Frugi, the lovely organic clothing people from Cornwall had launched their new collection. So what, lots of other brands are launching their new Autumn Winter collections I hear you say. Well, you are absolutely correct. However, for whatever reason, when Frugi launch their new collection there is always, without fail, the biggest hoo ha amongst their loyal band of Frugi-loving Mums, Dads, Grannies and Grampas to name a few. It is just a total frenzy!
Last season it was the (hideous in my humble opinion!) knee patch crawler dungarees that were changing hands on that well-known auction site for vast sums of money, way in excess of the RRP. This season it appears to be the dinosaur crawlers for baby boys age 2 – 3 years. How bizarre! I have to say we even didn’t order them in at The Merrygoround – maybe we’re missing a trick, who knows. I have always believed we should buy the stock we feel will suit our market and not be driven by such fads!
It’s interesting for me, as a retailer of kids clothing, that in the 10+ years we’ve been in business, I’ve never seen anything like the fuss over Frugi. Yes, their clothing is lovely. The fabrics are very soft, wash and wear very well so can be handed on and on many times. All organic cotton, so obviously ethically pleasing. The appliques are really well done (if getting a little large on some of the baby garments in my opinion!) and their pricing is sensible. But so are many other brands I could name, but they just don’t create the same buzz season after season.