Frank & Oak is widening its scope to include women’s.
The Montreal-based men’s wear brand will introduce a women’s collection this September. The line will retail from $50 to $165 and include easy-to-wear tops, bottoms, dresses, outerwear and accessories.
According to Ethan Song, the cofounder and chief executive officer of Frank & Oak, the brand’s community, creative Millennials with an entrepreneurial spirit, already includes women.
“When we look at the female audience, we aren’t looking at the girlfriend of someone who is already buying from us,” Song said. “We are looking at a certain lifestyle and trying to figure out how do we create functional products for them.”
The women’s line will not follow Frank & Oak’s men’s concept, which releases a new collection of product each month. Instead, it will have seasonal drops, but Song told WWD that content and service, two key components of the brand, will continue to be a top priority for the women’s category.
“Women need more support from the brands they buy from,” Song told WWD. “Our angle is not to say ‘here’s a look that no one carries,’ but our brand has real values and connects with customers and delivers a service.”
Frank & Oak operates 13 stores in Canada, but Song said for now the women’s clothes will only be available online.
The retailer recently updated its brand image and launched an app, an updated web site and tweaked its store design. It also launched a two-hour delivery window in certain markets and made its styling service available 24/7.
The brand has also partnered with property management firm Cadillac Fairview to open two “enhanced concept” Frank & Oak mall locations in spring 2016. The first site, measuring 3,200 square feet, opened in mid-May at CF Carrefour Laval, just north of Montreal. A second location, measuring 2,300 square feet, will open this summer at Toronto’s Sherway Gardens and a third location will open at the Rideau Center in Ottawa later this summer.