Cabbages & Roses Moda

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CABBAGES & ROSES

Biography Christina Strutt

Christina’s distinguished fashion and home décor brand Cabbages & Roses sells to discriminating clients throughout the UK and Europe. A boutique brand with a signature “refined rustic” look and feel, Cabbages & Roses counts fashionistas and celebrities alike as faithful brand devotees, and has 26 retail locations throughout the United Kingdom. The fifth Cabbages and Roses book was published in March of 2010, and heralds the brand’s expansion into international markets and continued acclaim.

Born in 1954 and raised in London, Christina was educated at various convents until she eventually managed to escape as she turned 16 and embark on real life. Prior to Cabbages and Roses, Christina had only ever been employed by two establishments – the first, the eminent London department store, Fortnum & Mason, where she sold chocolates and the second, Vogue magazine, where she inadvertently climbed the career ladder from secretary to assistant Vogue Living editor, until choosing to leave the company in 1980 to marry.

Her career continued with freelance styling and interior decorating whilst living in the beautiful English countryside and raising her two children, Kate and Edward. Her love for country living soon translated into a new career.

Cabbages & Roses was born in 2000, with the help of friend and colleague from Vogue, Brigette Buchanan.

When Brigette left the company in 2001, Christina continued on her own, and the mail order business continued to grow at a rapid clip.

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With the help and encouragement of her friend John Robinson of Jigsaw, Christina opened the first Cabbages & Roses signature shop in Chelsea, London in April 2003.

A second stand-alone shop opened in Notting Hill in 2005, and at this time Jigsaw became majority shareholders.

Over the course of the next five years, Christina’s Cabbages & Roses expanded and its bi-annual collection of clothing is now selling in 23 Jigsaw stores across England.

November 2010 saw the opening of the 3rd standalone shop in Mayfair, London and has been met with great enthusiasm from the press and general public. The existing 2 standalone stores have had unprecedented growth despite a hard economic climate.

Christina has written five highly successful Cabbages & Roses signature books since starting the company. 2008 saw the publication of Cabbages & Roses Guide to Natural Housekeeping, which sold over 55,000 copies worldwide and has been translated into numerous languages. Cabbages & Roses at Home, which Christina co-authored with her daughter Kate, released in March 2010 and for the first time incorporates locations from both the USA and the UK, reflecting the brand’s growing international appeal.

April 2010 marked the 10th anniversary of Cabbages & Roses, as the brand expands into the retail markets of North America and Asia. Public awareness and the constant press coverage of the brand hit another high note in February 2010 when, Cabbages & Roses was short listed for Retailer of the Year with Homes & Gardens magazine. The publication of Cabbages and Roses At Home With Country was a landmark event for the brand, and for Christina, as she continues to create the signature look and feel that has become the trademark style of Cabbages and Roses.

Our dear Amy modelling the ‘Doris’ dress made from Cabbages & Roses fabric for MODA

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COMPANY OVERVIEW Cabbages & Roses - Living Life Beautifully

“Cabbages & Roses has been organically created. It has evolved slowly and rests upon strong foundations. We believe that you must start small so you are able to understand all elements of the business. After 10 years of evolving, we have created a company that is able to cope with the growing demands of customers and our expanding business.”

– Christina Strutt

April 2010 marked the 10th anniversary of Cabbages & Roses, one of Europe’s beloved classic fashion and home brands. Synonymous with English country, Cabbages & Roses’ beautiful lines are favorites of celebrities and discerning customers alike. With signature refined rustic style, Cabbages & Roses’ adds comfort, function and quality to homes and wardrobes throughout Europe.

Cabbages & Roses continues its steady and strategic expansion at retail, now encompassing 3 flagship stores in London, on Northcote Road, Langton Street, and Avery Row, plus over 23 concept shops inside Jigsaw stores throughout the United Kingdom. International demand for the products is being met with expansion into Japan and the United States. In Japan Cabbages & Roses opened 2 concessions in Fall 2010, and is planning 2 standalone stores in 2011. While in North America, licensing and retail partners are being lined up for a 2012 introduction.

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Since its inception, led by the creative vision of founder Christina Strutt,

Cabbages & Roses has evolved around 5 core values that today remain true in every aspect of the business.

Beauty – Every product produced must be integrally beautiful. Practicality and functionality are a part of what we believe is beautiful.

Simplicity – Every product performs a function. We design with comfort and aesthetic in mind.

Longevity – Our hand-made products are created to last. They are not made with temporal fashion in mind; they are made with beauty and functionality as a priority. Cabbages & Roses is not a disposable brand.

Integrity – Good quality, from design to craft is important to the brand.

This is rooted in the hand-made quality of the product.

Sustainability – Through the whole ethos of Cabbages & Roses, it is important not to waste precious resources or to harm our earth, be it from creating items that can be handed down for generations, to printing with Oeko Tex approved methods on the majority of our own brand fabrics.

Cabbages & Roses’ loyal customers value the brand’s style, elegance, quality and enduring simplicity and comfort; these have been the guiding principles of the company, and will continue to lead it forward into the future.

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Northcote Range for Moda

When we embarked upon the collaboration with Moda fabrics, I went back to the roots of Cabbages & Roses. Our first fabrics were based on the faded, worn, crumpled fabrics once available in the 50’s - the sort of fabric you could only find in scraps in junk shops and vintage fairs. This jolly, lighthearted range of fabrics are perfect for making old fashion quilts as well as clothing and accessories. The stripes add strength and body, coordinating with the florals both large and small. As with all our fabrics, they look better washed and air dried giving the prints an added dimension and movement in in the cloth. Where we have printed the same pattern on different coloured base cloths, one white and one cream, the idea is to use them together in quilting designs, giving the impression of sun faded areas. There is something wholesome in time worn and faded - this is what we have created. The rest is up to you, limited only by your imagination!

Christina Strutt April 2011

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Northcote Range www.cabbagesandroses.com

Available at www.modafabrics.com

For more information on Moda’s Northcote Range, call 800-527-9447 or send an email to service@unitednotions.com

Northcote Range www.cabbagesandroses.com

Available at www.modafabrics.com

For more information on Moda’s Northcote Range, call 800-527-9447 or send an email to service@unitednotions.com

Northcote Range www.cabbagesandroses.com

Available at www.modafabrics.com

For more information on Moda’s Northcote Range, call 800-527-9447 or send an email to service@unitednotions.com

Press Release Christina Strutt the creative force behind the international lifestyle brand, Cabbages & Roses announces a new licensing partnership with quilting fabric industry leader MODA. “I am thrilled to be working on this collection for Moda” said Strutt.

Throughout the world CABBAGES & ROSES is synonymous with English Country style. Their signature classic designs have been adapted to create the NORTHCOTE RANGE, exclusively for Moda. The collection is fondly named after their second store on Northcote Road in London, UK.

Cabbages & Roses Press contact: Suzie Domnick branding, inc. suzie@brandinginc.net 818.995.6300 www.brandinginc.net Moda Press contact: Lissa Alexander lalexander@unitednotions.com 214.272.6691

Inspired by the gentle faded florals of CABBAGES & ROSES’ interior design fabric collections; – Christina has designed her first vintage inspired fabric collection for the quilt market. The NORTHCOTE RANGE encompasses beautiful signature Cabbages & Roses florals, motifs and stripes that are presented in four color options offered in cotton and linen.

Moda will debut the Northcote Range by Cabbages & Roses at the International Quilt Market this coming May 13th – 15th in Salt Lake City, UT. The collection will be available at retail Fall 2011 at fine quilting and fabric stores nationwide, and internationally.

About Cabbages & Roses: Since its inception in the year 2000, CABBAGES & ROSES has become a staple British brand in both the women’s wear and home textile industries. The gentle faded florals and deconstructed antique prints have won the brand acclaim worldwide. With exposure in numerous magazines including Country Living, and five books published, C&R are the authority on the vintage chic style of English Country living. The vision for their premier collection for Moda remains the same, fresh, faded and long lasting – a vintage look in a nostalgic color palette that encourages a timeless feel.

About Moda: United Notions, Moda Fabrics and Moda Home is a multi-line fabric, notions and finished product manufacturer and distributor selling to the independent shop owners. We offer a wide range of fabrics, notions, patterns, books, quilting supplies and finished product in our Dallas warehouse. We have been in the quilting and fabric industry since 1975 and are constantly striving to bring you the latest and greatest in both our fabrics and other quilting and home products. Moda currently has independent designers as well as an in-house design staff bringing you some of the hottest new lines of fabrics and home product available in the industry.

We are committed to our dealers and retailers, and will not sell directly to retail consumers.

Moda prides itself in being innovative and creative market leaders. High quality products and customer service will remain the cornerstones on which we base our growth and expansion.

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