A new contemporary fashion-forward online platform with a pragmatic and conscious brand ethos is how CEO Natalie Jayasuriya describes her new fashion venture, Frok. Natalie who traces her roots to the hospitality industry has now branched out into fashion.

A fashionista in her own right, what she lacks in terms of professional fashion training she makes up for with
experiences. Natalie has always had a finger on the fashion pulse and has choreographed and organized numerous fashion shows.

Speaking about her target market, Natalie says “Frok has been designed to target a young demographic of 16
upwards. However, the products available on the site are for the perpetual youthful whether it be female or male.
She adds “Our platform which is www.frokme.com will offer a mix of Frok signature designs and select collections
from local designers who will showcase their interpretation of the authentic FROK feel. We have also kept the price
points realistic with the maximum being Rs.10,000.”

Very much a people person, speaking on the online shopping experience that Frok will offer Natalie says “ 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. We do not believe the future of e-commerce should be devoid of the human element.
For us, the human element is our strongest USP.”

Speaking on her vision for Frok, Natalie wants her venture to be the Sri Lankan hybrid of ASOS of SHEIN. “ We want to support and market homegrown vendors and adapt to global trends to fit within our cultural context. We also want to help young fashion designers to do what they love and continue to design so that we can take care of the rest. Currently, we have a range of 12 Sri Lankan designers and brands that we will sell online through Frok” she added. Another important aspect that Natalie hopes her venture will contribute to is to start regulating sizing for Sri Lankan apparel. She also hopes that by encouraging Sri Lankans to shop for trendy, fashion-forward affordable
products it will help keep revenue within the country instead of channelling it overseas.

Working with a team of highly experienced and professionals ranging from manufacturing and secure payment
gateway partners to delivery and marketing personnel, Natalie hopes that Frok will lead the way for online fashion
retail.