Exclusive First Look at Frye’s New Brick-and-Mortar Retail Model

Frye Store Opens in San Francisco
Inside the Frye store in San Francisco.
Michael David Rose.

The Frye Company will debut a new retail model Saturday with the opening of its first West Coast store, in San Francisco.

The new concept includes a large focus on digital, such as an interactive “Maker Wall,” featuring an array of features such as a library of leather swatches, a leather gallery wall and an inspiration board that refreshes quarterly.

Frye Store Opens In San Francisco Inside the Frye store in San Francisco. Michael David Rose.

The 900-sq.-ft. space on Fillmore Street was designed to represent the brand’s 153-year history. The “Maker Wall” was created in collaboration with The Science Project and allows consumers to shop all product at the store and online. By picking a leather swatch, the corresponding product then pops up. Consumers can create a wish list to be sent to their mobile device. Social channels are also available as part of the wall, which was created to give people a view of the brand even when the store is closed.

Frye Store Opens in San Francisco Inside the Frye store in San Francisco. Michael David Rose.

When FN interviewed brand CEO Adrienne Lazarus earlier this year, the exec said, “What’s happening in retail today is an experiential moment, so we have to do interesting things. When you have a brand that’s new in retail, people are curious and excited.”

Frye Store Opens in San Francisco Inside the Frye store in San Francisco. Michael David Rose.

The shop also features a window space, where Frye plans to invite local artists and and makers to pop-up in the store.

Frye Store Opens in San Francisco Exterior of the Frye store in San Francisco. Michael David Rose.

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