Ethically sourced and organic kidswear brand Frugi has opened its first ever outlet shop at Clarks Village today, just in time for Christmas.

Located in Apple Court, the 1,339 square foot unit is home to a range of sustainable childrens' clothes from super soft organic babygrows to co-ordinating outerwear and accessories for kids up to 10 years old, as well as maternity and nursing styles from Frugi Bloom. There's even a range of reusable nappies from Frugi's sister brand TotsBots to further champion the sustainability message from the brand.

Encouraging children to love the planet they play on, the new Frugi store will not only sell sustainable clothing and accessories, but it will also provide an interactive play and learn experience for everyone. Shoppers and children will be able to interact with special panels where they can learn about various brand themes, such as how organic cotton is made or why reusable products are better for our planet.

Big and little children alike can spin a wheel to reveal clues on how to be an eco-hero, turn cogs to see how much electricity they can generate, or stand next to an organic cotton height chart to see how tall they are in Frugi t-shirts. There's even a panel for budding artists to colour in their favourite Frugi character. The window display is another stand-out interactive feature where children will be invited to pose as a cape-wearing Frugi Eco-Hero as they have their picture taken.

Frugi CEO Sarah Clark said: "We're thrilled to open at Clarks Village for our first Frugi outlet experience. It's a perfect opportunity for shoppers in the Southwest to interact with all our brands and to learn about Frugi's ethical and planet-positive goals and values."

Clarks Village Centre Director Chris Davis added: "Being home to Frugi's first ever outlet store is an accolade we're proud to have and demonstrates the importance of Clarks Village as a retail destination. Frugi is a great addition to the brands already at Clarks Village and we know its launch will go with a bang and our guests will thoroughly enjoy some pre-Christmas shopping!"

Guests are invited to sign up in store for a chance to win £250 to spend to celebrate the official opening.

Frugi uses GOTS certified organic cotton grown by farmers it trusts and donates 1% of its turnover to charity each year, supporting those who are making a positive difference to the lives of little ones. It also partners with Eco-Schools to inspire the next generation of eco heroes.

For more information, visit www.clarksvillage.co.uk/shops/frugi