Frank & Oak Reveals Innovative Brand Overhaul

Montreal-based omni-channel men's apparel brand Frank & Oak has announced that it has modified its name and logo, launched a new app with same day delivery, and has launched a new store concept that will be rolled-out nationwide. 

Frank & Oak is dropping the "&" in its name, replacing it with "+" for the new name 'Frank + Oak'. The logo has been amended to reflect this and as well, the words 'Frank' and 'Oak' are staggered to represent a “step up" -- highlighting the brand’s support for people who dare to take creative and entrepreneurial risks, according to a company press release. 

The retailer has launched a new app featuring immersive video, available for download at Canadian and U.S. App Stores for iPhone and iPads. The app offers 'guided shopping' via Frank + Oak's stylist team (as well as bots), making recommendations through live chat. User's personal tastes (based on prior purchases, profile and location) will provide 'micro-personalization' and suggestions of featured products. 

New Frank + Oak logo

New Frank + Oak logo

Frank + Oak is also offering two-hour delivery on an assortment of core apparel and grooming items, beginning with Montreal, Toronto and Vancouver. There will be a $3 charge for 'Elevate' members, though that fee is waived on orders of two or more items. Non-members pay $6 for the same service. The app home screen features a personalized selection of pieces available for same-day delivery on weekdays between 8:30 am and 4:30 pm, and the service will expand to all other Canadian and U.S. Frank + Oak retail markets by September of 2016. 

Website screen shot, showing new branding

Website screen shot, showing new branding

F+O's new app

F+O's new app

Frank + Oak is also launching a new flagship store format, "transforming the store into a channel for service" according to the company press release. Each flagship will be about 3,000 square feet and will feature four 'zones' -- a private personal styling zone, a grooming zone, a browsing zone and a lounge zone offering third-party coffee and treats. Customers will also be able to make in-store appointments with trained personal stylists or barbers either on the app or on Frank + Oak's website. Montreal will be the first city to see the updated retail concept (at Frank + Oak's CF Carrefour Laval location), with other locations set to open in the coming months, either by converting existing stores or opening entirely new locations. 

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Oberfeld Snowcap represents Frank + Oak as brokerage for its Canadian stores. 

Frank + Oak co-founder Ethan Song will be speaking at Retail Council of Canada's STORE Conference 2016, being held on May 31 and June 1 in Toronto. Mr. Song will be part of a 'fireside chat' from 2:50 pm to 3:30 pm on May 31. For more information, visit: www.storeconference.ca/agenda

Below are photos of the CF Carrefour Laval store, supplied by Frank + Oak.

Laval 'Grooming Zone'.

Laval 'Grooming Zone'.

Apothecary area in Laval

Apothecary area in Laval

Co-founder Ethan Song

Co-founder Ethan Song