FRAME, the premium denim and contemporary fashion brand co-founded by Jens Grede and Erik Torstensson, continues to expand its presence with a series of strategic retail initiatives. The brand recently opened new stores in key markets and unveiled plans for further expansion both domestically and internationally.
**Domestic Expansion**
In the United States, FRAME opened three new stores in Aspen, Colorado; East Hampton, New York; and Malibu, California. The Aspen store, located in the heart of the renowned ski resort town, showcases the brand’s latest collections and offers a curated selection of luxury lifestyle products. The East Hampton store is situated in the chic coastal enclave known for its designer boutiques and affluent clientele, offering a sophisticated shopping experience. The Malibu store, nestled in the picturesque beach community, provides customers with a relaxed yet elevated shopping environment.
**International Expansion**
FRAME’s international growth strategy is equally ambitious, with plans to open new stores in key global markets. The brand recently opened its first store in China, located in the upscale shopping mall SKP-S in Beijing. The store features a comprehensive selection of FRAME’s denim, ready-to-wear, and accessories, catering to the discerning Chinese consumer. Additional international store openings are planned for London, Tokyo, and Seoul in the coming months.
**New Store Concept**
The new FRAME stores embody the brand’s elevated and contemporary aesthetic. Designed by renowned architect Will Meyer, the stores feature a clean and minimalist design with warm, inviting elements. The focus is on creating a seamless and immersive shopping experience for customers, with thoughtful details such as custom-designed fixtures and curated artwork.
**Strategic Partnerships**
To support its global expansion, FRAME has forged strategic partnerships with leading retailers. The brand has recently launched shop-in-shops within Harrods in London and Le Bon Marché in Paris, providing customers with access to FRAME’s collections in these prestigious department stores. Additional partnerships with luxury retailers are planned in key markets around the world.
**Sustainability Focus**
FRAME is committed to sustainable practices throughout its operations. The brand’s new stores are designed with sustainability in mind, utilizing eco-friendly materials and energy-efficient lighting. FRAME also partners with organizations such as the Sustainable Apparel Coalition and Canopy to reduce its environmental impact.
**Conclusion**
FRAME’s strategic retail expansion underscores the brand’s strong momentum and commitment to providing customers with exceptional shopping experiences globally. With a focus on premium denim, contemporary fashion, and a commitment to sustainability, FRAME is well-positioned for continued growth and success in the competitive fashion industry..
