Upscale US-Based Fashion Brand ‘FRAME’ Looks to Enter Canadian Market with Stores

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Upscale Los Angeles-based fashion brand FRAME is looking at making moves into the Canadian market by opening stores. FRAME has retained a brokerage in Canada to lead the expansion. 

Privately-held FRAME was founded in 2012 by Swedish entrepreneurs Erik Torstensson and Jens Grede following careers at creative agency. FRAME is known for its denim as well as cashmere and leathers used in fashions for women and men. The retailer also sells bags and footwear. 

Celebrity endorsements have been part of the rise of the brand over the past decade. FRAME’s first product called Le Skinny de Jeanne,” was first worn by actors and supermodels including Miranda Kerr, Poppy Delevingne, Lily Aldridge, Kate Bosworth, and Karlie Kloss. 

Image: FRAME Greenwich
Image: FRAME Los Angeles, The Grove

The company’s first bag, a leather tote called “Les Second,” was modeled by Sienna Miller, Katie Holmes, Alessandra Ambrosio, and Doutzen Kroes.

In 2014 and 2018, FRAME’s founders were named to Business of Fashion’s BoF 500 list of people shaping the global fashion industry. 

FRAME’S 15 current stores are located in upscale shopping areas. Markets where stores are located include New York City area (5 stores), Los Angeles (3 stores), San Francisco Boston, Dallas, Houston, Austin, Palm Beach FL. and Aspen CO. Next month, FRAME will open its first international store in central London. FRAME can also be found in upscale multi-brand retailers. 

Aurora Realty Consultants recently announced that it is working with FRAME in Canada to secure potential retail spaces under the direction of Jeff Berkowitz. According to the Aurora Realty Consultants website, FRAME stores will ideally be in the 1,800-2,000 square foot range and will be located on either street fronts or in shopping centres. 

Given the relatively low number of US stores FRAME has at the moment, Retail Insider would predict a modest Canadian expansion that could include storefronts in a trendy area in or near downtown Toronto (such as Queen Street West or Yorkville), Yorkdale Shopping Centre, and possibly a Vancouver store downtown or nearby and possibly a storefront in an upscale location in Montreal. We’ll follow FRAME further as it becomes established in the Canadian market. 

Article Author

Craig Patterson
Craig Patterson
Located in Toronto, Craig is the Publisher & CEO of Retail Insider Media Ltd. He is also a retail analyst and consultant, Advisor at the University of Alberta School Centre for Cities and Communities in Edmonton, former lawyer and a public speaker. He has studied the Canadian retail landscape for over 25 years and he holds Bachelor of Commerce and Bachelor of Laws Degrees.

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