PARIS — Frame is adding another European address to its retail map with the opening of its first Netherlands boutique in Amsterdam, as the Los Angeles-based brand continues to expand and invest in its retail network.
The brand already operates stores in London, Cannes, France, and Monaco, as well as 16 units in the U.S. and two in China. A Paris flagship is in the works as part of its continued European expansion.
“The opening of our Amsterdam boutique marks an important step in Frame’s continued international growth,” said Frame chief executive officer Silvia Merati. “Each store is an opportunity to express the brand’s identity beyond clothing, bringing together considered architecture, art and thoughtful curation to create an immersive environment.”
OGT / Courtesy of Frame
As luxury and contemporary brands continue to rethink the role of physical stores, Frame is positioning its boutiques as extensions of the brand rather than simply retail locations.
