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Sadie Frost reveals clothing label nearly fell apart
By Sri Carmichael, Evening Standard Last updated at 11:37am on 03.11.09Actress Sadie Frost told today how she brought her clothing company back from the brink during the recession.
“Dark time”: Sadie Frost's clothing firm FrostFrench was put into administration with £4 million debts
Frost said it was a “dark time” when her label FrostFrench, which she runs with friend Jemima French, was put into administration last summer with debts of £4 million.
But tomorrow they are opening a second London store, in Soho, after buying back the business and committing themselves to a more “hands-on role” now their children are older.
Frost, 44, said: “It can be really hard juggling work and being a mother. We were creative directors in the previous company but we had less of a day-to-day input as we each had four kids. It was really important to me that my children had my attention and time.”
She said the label, which has had a store in Islington since launching in 1999, did not collapse because the clothes failed to sell, but because the company expanded just as the economy slumped and then a business partner pulled out.
“It was a pretty dark time,” Frost said. “Our previous investor had a majority stake and put us into administration when he decided it was the wrong time to open new shops.
“We'd taken the company down the path of expansion and we had to scale it back quickly. It was out of our control and very shocking.”
All the creditors received about 2p in the pound back. Frost and French bought back a majority share in their business last September for £100,000 and secured new finance from a consortium of Norwegian investors. “We're now back in control and far more involved than before,” Frost said.
She added: “I'm just happy we're still here and still trading. I find the business side pretty scary, especially as it's been such a rollercoaster but we've got a lot of good people around us.”
The brand never stopped trading and has built up a following among Frost's model friends, including Kate Moss, Helena Christensen and Lily Cole.
The new FrostFrench store opens in Noel Street.
