# Menswear Brand Cafes The Frank & Oak Toronto Flagship Houses Cafe St Viateur By Rebecca Byers | Published 2015-04-29 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/frank-oak-toronto References: [sprudge](http://sprudge.com/of-macchiatos-and-menswear-at-st-viateur-toronto-66584.html) & [frankandoak](https://www.frankandoak.com/toronto) [Cafe St Viateur](https://www.trendhunter.com/trends/inflight-coffee-experience) is a quaint coffee bar hidden within the [Frank & Oak Toronto](https://www.trendhunter.com/trends/rocky-unveils) flagship store. The clever inclusion of a sleek espresso bar serving up premium Portland roasts from Stumptown establishes the retail location as a cultural hub with much more to offer than the average retail experience, repositioning Frank & Oak as a lifestyle brand as well. In addition to its cafe at the front of the shop, the Frank & Oak Toronto boutique boasts a barbershop at the back. The aptly located Cafe St Viateur within the Frank & Oak Toronto flagship store is a clever way for the brand to expand its reach. By partnering with [Stumptown Roasters](https://www.trendhunter.com/trends/stumptown-copilot-cold-brew), a cult coffee brand based in Oregon, Frank & Oak is able to establish itself as a well-rounded brand in-tune with not only menswear, but also culinary and specialty coffee culture. ## Trend Insights (Trend Hunter) - Score: 4.6/10 - Popularity: 71% | Activity: 58% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Why This Trend Is Growing - **Retail-food Fusion:** The trend of combining retail and food experiences allows brands to create unique and immersive consumer experiences. - **Lifestyle Branding:** Companies can reposition themselves as lifestyle brands by offering complementary products or services that align with their target audience's interests and values. - **Partnership Marketing:** Collaborating with established and respected brands in different industries can help businesses expand their reach and tap into new customer segments. ### Industries Being Reshaped - **Fashion Retail:** Fashion brands can integrate food and beverage offerings in their stores to create an innovative and memorable shopping experience. - **Culinary:** Cafes and restaurants can partner with retail brands to attract new customers and offer a unique dining experience in unusual settings. - **Specialty Coffee:** Coffee roasters and specialty coffee brands can collaborate with fashion retailers to gain exposure to new audiences and tap into the lifestyle brand trend. ## Related on Trend Hunter - [Spaciously Modern City Cafes](https://www.trendhunter.com/trends/brandor-coffee.md) - [Modern Coffee Culture Boutiques](https://www.trendhunter.com/trends/nespresso-new-york-city-flagship.md) - [Sustainable Toronto Coffee Shops](https://www.trendhunter.com/trends/dispatch-coffee-toronto.md) - [Immersive Coffee Boutiques](https://www.trendhunter.com/trends/nespresso-canada.md) - [Japanesse Coffee Flagship Stores](https://www.trendhunter.com/trends/japanese-coffee-brand-arabica.md) - [Dual-Function Retail Stores](https://www.trendhunter.com/trends/haus-coffee.md) - [Mississauga Coffee Chain Debuts](https://www.trendhunter.com/trends/arabica.md) - [Elevated Flagship Stores](https://www.trendhunter.com/trends/toronto-eaton-centre-store.md) - [Premium In-Flight Coffee Experiences](https://www.trendhunter.com/trends/inflight-coffee-experience.md)