Frame reveals more store openings, new strategy and plans for international growth

At the end of July, Chemena Kamali left her position as creative consultant at Frame to move to Chloé and ensure a smooth transition following the departure of Gabriela Hearst. Hired on a fixed-term contract at Frame, Kamali was responsible for developing the collections until winter 2024.

At the helm of the company and also, temporarily, of design, CEO Nicolas Dreyfus is expected to announce within six months the appointment of new key appointments “who will bring fresh energy to the brand, and which will take us to the next and greater chapter of Frame.”
 
In addition to good figures revealed by Dreyfus, i.e. sales growth of 50% and a doubling of profitability between 2019 and 2022, the brand is also announcing “an aggressive plan” for new stores, with two additional boutiques planned for September and five new ones by 2024.

The first will open at 3105 M Street NY in Georgetown, Washington D.C, replacing the former Michael Kors boutique, and the second in London at 94 Marylebone High Street, adding to a previous one in the Chelsea neighborhood. The Upper East Side New York store, located at 900 Madison Avenue, will also reopen after a five-month renovation. All stores will showcase the new Frame retail concept.

“Additionally, we are focused on accelerating our business in Europe and Asia where we have seen substantial growth in the last two years,” said Dreyfus. “Therefore, we will see additional investments to support these growth plans.”
 
Frame now has 224 employees. Fourteen employees were laid-off last summer, “a decision that was taken in part due to our long-term strategy of investing in technology, systems and IT tools,” said Dreyfus.

“These investments have enabled and will enable us to improve our processes and working methods, ensuring a stronger position and greater efficiency in an ever-changing commercial and retail environment.”