Somnolent customers venturing into Brooklyn’s Sweatshop café will get a jolt from something in addition to coffee beginning June 20.
Frank Body, the brisk growing Australian coffee-based skin care, is taking over the bustling Williamsburg coffee shop on Metropolitan Avenue, converting it to a pop-up shop called Frank Body x Sweatshop. The hipster monochrome décor will be transformed into Frank Body’s signature pink for one week — complete with pink walls, stools, tabletops and coffee cups.
“I was trying to think of what we could do to give New York the experience of our products,” said Erika Geraerts, cofounder of Frank’s Body. “I thought connecting it to coffee, since all of our products have coffee, provided the experience. We said ‘let’s take over a café for a week.’” The owners of Sweatshop, fellow Australian natives, acquiesced.
For Frank Body, the café offers a setting to chat with customers conveying the message that they should consider putting coffee on their bodies in addition to inside.
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The 11 stockkeeping unit lineup will be on display and all customers can get a sample of the Original Coffee Scrub by simply Instagramming a photo from the shop and tagging @frank_bod and #letsbefrank. There will be Frank coffee-inspired food and drink (a pink acai bowl for instance) for purchase and a Snapchat story will tip off patrons of free coffee time frames. There will be murals and time-lapse videos mirroring the playfulness and quirkiness associated with the brand’s social media personality.
No product will be for sale, added Geraerts. “We just wanted to create a buzz and give consumers a chance to see and smell our ingredients. Frank only exists online, so people haven’t had the experience to see what a store might look like.”
But a physical store or shop within a store could be on the checklist for the brand. Geraerts didn’t rule out more pop-ups as well as a flagship in the company home base in Australia and in the U.S. in the future.
Founded in 2013, Frank Body has been a hit with Millennials who discovered it via Frank, the Instagram persona of Frank Body. Word of mouth spread, especially with new moms and women, looking to battle the appearance of stretch marks. Prices range from $14.94 for the Original Coffee Scrub to $24.95 for the Body Balm. The company did not discuss financials, but industry sources estimate sales are in the $20 million range.