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Rescue deal saves FrostFrench

FrostFrench has been resurrected by its celebrity founders

FrostFrench has been resurrected by its celebrity founders

Womenswear retailer FrostFrench has been resurrected by its celebrity founders after falling into administration earlier this week.

FrostFrench creative directors Sadie Frost and Jemima French put the business into administration after tough trading forced the closure of its London King's Road store and the temporary shutdown of its transactional website.

The duo have since managed to rescue the FrostFrench store in Camden Passage, north London, via a new firm called FrostFrench London Retail.

John Joakim, believed to be a Norwegian film producer and property developer, has been appointed to the board of the new company and is understood to have invested in the business.

FrostFrench said in a statement: "After external investment in FrostFrench in 2006, in which [Jemima French and Sadie Frost] had to relinquish their overall control and influence in the company, a new management team was installed."

"Unfortunately the business under the new management did not trade successfully and as such, the existing FrostFrench company (Frost French Ltd) was placed into administration. Frost and French...relish the opportunity to be fully hands on again."

FrostFrench's managing director Sharon O'Connor left the business in May. The reason for her departure was unclear.

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Reader Response

Added: Thursday, 31 July 2008 22:04 BST
Anonymous, Falkirk, United Kingdom

could not agree more with comments below


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Added: Saturday, 26 July 2008 07:29 BST
Anonymous, Aylesbury, United Kingdom

How can you put together a retail collection for 2 stores when you are not a name in fashion. Seems to me that these two were and are on a huge ego trip.
Fashion is not just giving your name to a collection of clothes, you need to create brand awareness and in order to do that you need to have the right merchandise and be able to sell it.
These two should wake up to the fact that they are not designers and know nothing about retail. In todays economy having celebrity friends is not going to sell or launch a collection. It's a 24/7 job and you have to put your all into it and not play around. I wish them luck.


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Added: Friday, 25 July 2008 10:30 BST
Anonymous, London, United Kingdom

Well stopping wholesaling wasnt the greatest idea was it. Wonder if they will start again under the new ownership? so hard to do a whole retail collection for just two stores and not buy in brands. what about the debenhams contract?


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