FROK launches fashion forward online platform 

Natalie Jayasuriya

Mario Gooneratne

FROK is a contemporary fashion forward online platform with a pragmatic and conscious brand ethos. Its marketing has been designed to target a young demographic of 16 upwards, however the products available on the site are for the perpetually youthful, female or male, those who are fiercely spirited and live in a realty where filters are key (Rs. 10,000/$ 50 or less per item).

The platform will offer a mix of FROK Signature designs and select collections from local designers who will showcase their interpretation of the authentic FROK feel. FROK is completely customer centric. The customer will actually be able to reach out and speak to a member of the FROK Family, who will assist them.

FROK aims to be the Sri Lankan hybrid of ASOS or SHEIN for Sri Lanka; support and market home grown vendors and adapt to global trends to fit within our cultural context; help young fashion designers do what they love and design while FROK takes care of the rest; provide trendy, fast fashion products on an efficient and easy to use platform, essentially, making aspirational wear affordable and attainable, locally, regionally and eventually globally; keep revenue within our isle instead of channelling it overseas; regulate sizing for Sri Lankan products; and be positioned as a forerunner for fashion forecasting, utilising a relatable online platform. 

“We believe that every shopper should have a hyper-personalised experience when they shop online. The backbone of FROK is a scalable e-commerce platform that captures vast amounts of data points from the shoppers so that we can use machine learning to bring out hyper-personalised experiences to our valued clients,” said Natalie Jayasuriya, who heads FROK, a fashionista in her own right who has always been a trendsetter and has the ideal recipe for morphing fast fashion into high fashion without altering the price point. “We expect to make use of valuable data that we capture so that we can offer a great shopping 

experience.”

Natalie is an independent business woman with a successful repertoire in PR and Marketing. She has always had an interest in entertainment and F&B ventures which lead her to be at the forefront of the conceptualisation and development of immensely popular nightclubs, bars and restaurants in Sri Lanka over the last 10 years – Kama Colombo, Mirissa and Midgama, Glasse, Studio 04, Attic, Flamingo House, Love Bar, Monkey Business and SKKY Bar. She currently co-owns and manages multiple properties. Creative concepts and effective marketing strategies are her core competencies and passion. She is also the Vice Principal of the Deanna School of Dancing.

All the user journeys of the FROK platform are mobile optimised. “We’re catering to the mobile-savvy customers who demand best in class experiences while on the go. Each page is designed carefully by taking new age design concepts that are optimised for all form factors of mobile phones. A mobile app which is native to Apple and Android will be launched within this year,” said FROK Director Mario Gooneratne.

Mario is the founder and the CEO of LinearSix Ltd., a boutique technology and consulting company with a strong focus in helping banks, finance and insurance companies be better by implementing cutting edge software solutions to digitally transform them. 

Prior to founding LinearSix, Mario was at Millennium Information Technologies’ Enterprise Service Provider business for nine years. MillenniumIT is a leading provider of high performance, flexible and multi-asset class technology to the world’s exchanges and regulators. Its products have been implemented at over 30 sites in North America, Europe, Asia and Africa.

Pix by Lasantha Kumara