Framed for Expansion: Denim Brand Eyes More Stores

Los Angeles-based brand Frame opened stores in Houston and L.A. just last week, and despite the retail industry’s near-constant chatter of brick-and-mortar downsizing, Frame said it plans to double the company’s store count next year to 20. The brand was originally made popular by “It” girls including Poppy Delevingne, Lily Aldridge and Kate Bosworth, among others, with just one pair of blue jeans in 2012. Though in just seven years, Frame has rapidly evolved from a favorite for off-duty models to a fashion house that releases four ready-to-wear collections a year. It is a brand that utilizes the heritage and quality of manufacturing in Los Angeles and embraces a European aesthetic, where the company said it takes inspiration from the “French way of ‘dressed-up casual’ embodied by the style icons of the 1970s.” Jens Grede, cofounder of Frame, said the brand is growing rapidly because of its “obsessive focus on the customer and giving them a superior product experience,” saying e-commerce and wholesale sales proved a solid foundation for opening retail stores. Frame cofounder Jens Grede.  Courtesy image “In each market where we open a store, both our shares of wholesale and e-commerce have grown dramatically after our openings,” said Grede. “We also believe in the

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