Frank & Oak Reveals Innovative Brand Overhaul

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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. 

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. 

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. 

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:

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

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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  1. Saying this is a brand overhaul is a little bit off. It’s an identity overhaul, certainly, but it doesn’t sound like Frank + Oak is shifting its look on audience or reason to believe. The brand is the same, the look is new.

  2. patrick, i beg to differ. i think frank + oak, is also going for the more upscale customer. by changing the brand look it changes the brand inherently.

  3. Karen, How do you reckon F&O are now going for upscale customers by producing aesthetically inferior products? The whole rebrand is absolute garbage from the website to the product to changing Hunt Club to Elevate, which sounds like the kind of club G-Star Raw wearing douchebags go to roofie party girls. They haven’t produced a "good" catalog since December 2014, or a "decent" catalog since October 2015. Many of the men’s shirts they’ve been producing since late 2015, particularly the plaids, look like their lead designer stumbled upon a cache of mid-1990s Randy River design catalogs. And don’t get me started on sweat pants suiting? Seriously, WTF is that? That’s upscale? The only thing they seem to still do well is basics: oxfords and ginghams, and the Newport chinos. The used to produce fantastic blazers of a variety of styles, now their suiting is just bland basic blues and greys.


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