Julia Reynolds has been appointed chair of Frugi, the sustainable clothing brand for children and new mothers.
Reynolds previously served as CEO of Antler luggage and prior to that held the same role at Blacks Leisure and Figleaves.
She also served as director of buying and merchandising at Tesco working on the launch of the F&F clothing line in 2001. Alongside her new role at Frugi, Reynolds will continue to run Difficult Women, the organisation she founded to promote women’s skills in the boardroom.
Frugi was acquired by retail investment firm True in July. Hugo Adams, formerly executive board director at Superdry, joined as CEO in August. Founder Lucy Jewson will remain on the senior team.
Frugi is currently growing around 30% year-on-year and is now sold by over 500 retailers in 34 countries with a turnover of £10m.
Adams said: “Her extensive board level and experience in apparel will be a huge asset to us and Lucy and I are looking forward to working closely with her going forward.”
Reynolds added: “I am delighted to be joining Frugi as chair. The combination of Frugi’s ethical ethos and innovative kidswear designs provides a solid platform for sustainable future growth. From the time I have spent in Frugi’s head office in Cornwall, it is clear that Lucy has done a fantastic job of building a team and a culture that will allow the business to thrive in the coming years.”