Frank & Oak opens first US pop-up

Frank & Oak opened its first U.S. pop-up this week in Boston. The city was chosen through a retail contest in which customers pre-ordering gift cards through the website could pick from 12 U.S. cities.

Through the Collective Impact campaign, Frank & Oak will prompt consumers to pick the six cities in total in which the retailer will eventually open a pop-up, reported Women's Wear Daily. The pop-ups are expected to be open for 12 to 18 months.

The brand considers itself a media firm rather than an apparel line because it provides its shoppers with a biannual print magazine and online content to coincide with its 12 new collections every month.

Co-founder, CEO and creative director Ethan Song said the Collective Impact campaign is meant to give shoppers input and continue the dialogue between store and community.

Pop-ups are a growing trend in 2015 as retailers look to quickly and easily grow a physical presence while increasing brand loyalty. Some recent retailers joining the craze include Zappos, The Grommet, Crest & Co. and Boohoo.

For more:
-See this Women's Wear Daily article (subscription)

Related stories:
Pop-ups: How temporary storefronts are changing brand loyalty
Zappos opens first pop-up shop
The Grommet opens first physical pop-up shop
Boohoo opens first pop-up in the US
Warby Parker opens classroom-style store in Dallas

Suggested Articles

Costco changes up its menu items, and Alibaba and Guess partner for a physical store.

Janey Whiteside, Walmart's new chief customer officer, is well acquainted with the importance of customer service in modern retail.

Whole Foods will offer deals on Amazon's Prime Day, and tariffs against China are causing pricing hikes.