The new flagship store in Melbourne showcases Frank Green’s decade-long commitment to sustainability and innovative retail experiences.
Frank Green has launched a groundbreaking flagship store at Chadstone, which is being touted as a unique shopping experience spanning a decade of retail innovation. The event took place in Melbourne, Australia, marking a significant milestone for the brand, known for its reusable water bottles and commitment to sustainability. In an interview with Inside Retail, Frank Green CEO, Benjamin Young, emphasized that the term “green” represents both the company’s environmental values and the spirit of trying new things. “Be ‘green’, ultimately to look after the future, but be ‘frank’ in all of our business dealings and how we operate,” Young stated.
Young shed light on a dual meaning of “green” further elaborating, “That is to be ‘green’ at something – do something that you’ve never done before, and kind of give it a good old Aussie try, and you’ll probably be good at it.” He noted the importance of persistence, explaining that developing new skills is a gradual process that can take years.
The Chadstone store is designed to serve as more than just a retail location; it is set up as a prototype showcasing Frank Green’s evolution and the brand’s ten-year journey in product development. The store features walls adorned with 1,600 ceramic reusable bottles made from 90% recycled stainless steel, showcasing the brand’s commitment to sustainability. Paul Troon, Frank Green’s creative director, described the design philosophy, stating, “I wanted to create a space that was welcoming and inviting – but you’re literally stepping into a Frank Green product.”
The interior design concept aims to highlight both aesthetic and functional aspects, emphasizing the brand’s material focus. Troon noted that the store’s layout allows for optimal visual merchandising, enhancing customer discovery experiences. He mentioned that customization and personalization are essential for their clientele, with a central station in the store dedicated to these services. “And we’ll be able to do all the great monogramming that we offer online – translating that online experience to the physical space,” Troon added.
Community engagement is central to Frank Green’s strategy this year. As Troon highlighted, Chadstone is a fitting location due to its connection to Melbourne, where the brand originated. The store aims to attract both local customers and tourists, enhancing the visitor experience at one of Australia’s premier shopping destinations. “We’re Melbourne, born and bred,” Young noted, pointing out that the brand’s relationship with Chadstone goes beyond just a lease agreement, as they aim to collaboratively advance sustainability initiatives.
An innovative aspect of the new flagship is the ‘Sip Cycle’ program, encouraging customers to drop off old reusable bottles for recycling, regardless of the brand. This initiative underscores Frank Green’s commitment to ensuring that retired products continue to serve a purpose. “We will look after its second life for you, and it will turn up in a really functional, useful product you can use every day,” Young explained.
As Frank Green gears up for the future, it plans to broaden community outreach beyond its Melbourne fanbase, with upcoming programs aimed at rewarding and celebrating its customers on a global scale. Young expressed enthusiasm about expanding customer interactions and bringing the Frank Green experience to more locations. “We’ve got to take Frank Green to our customers and get them to experience it. And who’s better to do that than ourselves?” he concluded.
Source: Noah Wire Services
