Frank & Oak on Thursday opened its first U.S. pop-up location in Boston, Mass.
The Montreal-based brand already operates six locations across Canada, but elected to open pop-up stores in the U.S. through its Collective Impact campaign. Customers voted for the city they wanted the pop-up to be in through the preordering of gift cards on the Frank & Oak Web site. Twelve choices were offered, with the top six to host the pop-up locations. Boston was the overwhelming winner and became the first U.S. pop-up site.
The pop-up store is expected to open for 12 to 18 months. Five more locations are slated to open next, although the company hasn’t disclosed where.
Frank & Oak, while an apparel brand, actually considers itself a media firm. It provides its members with the e-tail component, a biannual print magazine and online content to coincide with its 12 new collections every month.
In March, before the Collective Impact campaign began, Ethan Song, cofounder, chief executive officer and creative director, said the brand is about the “experience,” which is why the company elected to give customers a chance to provide input on where to open the U.S. sites. He said the campaign was a way to continue the “dialogue” between the brand and its community members.
