Fashion / news
Frame Nears $300 Million in Sales, Plans Paris Flagship After Sidestepping Scandal
The Los Angeles-based denim brand is on track to reach $300 million in annual revenue and open a 6,000-square-foot flagship store in Paris this year, having weathered a public scandal involving one of its founders.
Frame, the premium jeans label founded in Los Angeles, is approaching a significant revenue milestone. The company is on track to hit $300 million in sales this year, buoyed by its expansion into ready-to-wear and a growing international presence.
As part of its growth strategy, Frame is set to open a 6,000-square-foot flagship store in Paris. The location underscores the brand's ambition to cement its position in the luxury market, a decade after its founding.
The momentum comes despite a scandal that threatened to engulf the company less than a year ago. Founder Erik Torstensson was involved in a highly publicized legal dispute with venture capitalist Natalie Massenet, whose romance ended in dueling lawsuits and lurid headlines. Frame managed to steer clear of direct fallout, allowing it to focus on business.
The brand has been expanding beyond denim into categories such as tailoring and outerwear, and has invested in runway presentations to elevate its image. The Paris flagship is expected to serve as a global flagship and a statement of its luxury ambitions.