Frank & Oak's new web site.

Men’s wear brand Frank + Oak is growing up.

Now that Frank + Oak has opened 13 bricks-and-mortar sites, launched new lines and expanded from its Canadian home base to the U.S. and overseas, the company has decided to update its brand image to reflect its evolution. The changes include an app, an updated web site and a new visual image that’s part of its packaging and marketing materials. The company has also tweaked the look of its stores. Also new is a 2-hour delivery window in select markets, as well as an upgrade of its styling service so that it’s now available 24/7.

Ethan Song, cofounder and chief executive officer, said that after the store openings and expansion of the business, the management team “took a step back and thought about the experience we want to deliver. The cornerstone of our company is the experience of being guided and advised.”

To further those goals, the company’s app for iPhone and iPad includes a feature called “Guided Shopping” where the company’s stylist team can shop along with users and provide suggestions through live chat. The technology also adds several layers of a feature called micro-personalization, which has a data analytics component that can suggest products based on prior purchases and one’s profile, and it can also change recommendations as users’ personal tastes change. The app and web site also allow customers to schedule appointments with stylists or barbers.

Another service feature is the two-hour delivery window that’s currently available in Montreal, Toronto and Vancouver. Frank + Oak Elevate members, the firm’s frequent shopper program, pay $3 for the service, but get it for free if they order 2 or more items. All other customers pay $6 for the service. From 8:30 a.m. to 4:30 p.m. on weekdays, a personalized selection of items that are available for same-day delivery can be accessed on the app’s home screen. The company plans to roll out the service to other Canadian and U.S. markets by September 2016.

The visual identity on the site includes a new logo, clean typography and a fresh color palette. The new graphics also showcase people in action, which is supposed to better align the brand with the creative entrepreneurs that comprises its customer base. Complementing the site change is the revamping of the store’s look. The store flagship store in Montreal features four zones across 3,000 square feet. The areas are divided into a private personal styling zone, a grooming zone, a browsing zone and a lounge.

The company has grown to 2.5 million members, and it can now ship to over 40 countries worldwide. The 13 stores are across North America. Further, Frank + Oak said it had “over 80 percent year-over-year new user growth in the last quarter alone.”

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