Frank & Oak Launches First Shop

After launching online just two years ago, Frank & Oak (Montreal) has opened its first flagship in Toronto’s Queen Street West district.

The lifestyle retailer caters to 25- to 35-year-olds and is known for its monthly online capsule collections priced at $50 or less, which will also be a hallmark of the bricks-and-mortar location.

The 2600-square-foot flagship showcases a barbershop and café and features the type of technology that Millennial consumers have come to expect, reports Women’s Wear Daily. Customers can go online to book shaves, haircuts or free, 30-minute style consultations.

“The point is that we know who the customer is when they come in. It’s personalization like this, not receipts, that builds the relationship we want with customers,” ceo Ethan Song says.