‘A living embodiment of the brand’: Frank Green opens flagship retail store
One of the country’s leading reusable product brands – Frank Green – has marked a major milestone in its ten-year journey, launching its flagship retail store in Melbourne.
Customers at Melbourne’s Chadstone Shopping Centre will be treated to an immersive brand experience with a store that hopes to reflect Frank Green’s commitment to sustainability – quite literally.
As a nod to its journey to using recycled materials, the new retail space’s construction features over 1,600 Frank Green ceramic reusable water bottles, made from 90% recycled stainless steel.
Benjamin Young, CEO and founder of Frank Green, said when the brand set out to open its first store, it was committed to delivering an unparalleled experience.
“We’re not just opening a store – we’re creating a destination to celebrate with our customers everything we’ve achieved together,” he explained.
“Frank green is a brand for people; our customers thoughts and feelings are inherent in everything we do.”
He said the physical presence aims to create a “more immersive, tangible, and personal” experience for customers. The retail space will act as a “living embodiment” of the Frank Green brand, “where customers can touch, feel, and interact with our products, enhancing their understanding and appreciation of the quality and craftsmanship that set us apart”.
In the flagship store, customers can access on-the-spot monogramming of their purchases; will be given customisation options equal to that offered online; and over the course of this week in particular, will enjoy a range of special offers and freebies.
With the store comes the launch of Frank Green’s ‘Sip Cycle’ program – a pilot program inviting customers to recycle old reusable water bottles. The brand will recycle the materials and repurpose them to minimise waste, doubling down on its commitment of environmental responsibility.
Young concluded: “I truly believe our customers will feel immersed in the frank green magnetic energy and the design and experience will blow them away.
“This is just the beginning as we take frank green to the world. Watch this space!”
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Lauren McNamara is the associate editor at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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