Frank & Oak Launches ‘Select,’ a Service to Automate and Personalize Online Shopping

Frank & Oak is launching Select, a virtual personal style advisor.

The Montreal-based company describes its new service as “perfect for young, fashion-forward males who may not be style-obsessed but still appreciate good advice.”

To use Select, a customer first creates a style profile by addressing their habits and preferences. The user is matched with an advisor based on their profile.

Next, the advisor curates personalized items and ships a crate of three to five items to the customer. After the crate arrives, the shopper has five days to try on the clothes. The shopper keeps what they like and returns anything unwanted. They are only charged for the items they keep, according to the company.

Select will be available to all Frank & Oak Hunt Club members online and to in-store shoppers at their Montreal and Toronto locations.

Hicham Ratnani, one of F&O’s cofounders, will be speaking about ecommerce in Canada at Dx3 in March.