Flo & Frankie Is the Fashion Boutique Australians Are Loving

As shopping becomes increasingly overwhelming, with endless brands launching, micro-trends and daily new arrivals, the appeal of a well-curated boutique has never been stronger.

Despite having more access to fashion than ever before, building a wardrobe that feels cohesive and personal, has become increasingly difficult and our inspiration is dwindling in a crowded market. Decision fatigue is rising, and with it, a growing desire for thoughtful edits and trusted curation. Shoppers are looking for spaces that remove the guesswork, offering pieces that feel considered rather than algorithm-driven.

One boutique fashion destination embracing this approach is Flo & Frankie. Founded in New Zealand and newly launched in Australia, the brand has built a loyal following thanks to its carefully curated mix of international and local labels and versatile pieces designed to move effortlessly between work, weekend and everything in between.

Blending directional brands with wearable staples, Flo & Frankie offers a considered approach to style, prioritising confidence and versatility. But behind the boutique’s polished edit is a deeper story, shaped by a philosophy that goes well beyond fashion.

“Launching in Australia is a dream come true for us,” says Chrissy Conyngham, founder of Flo & Frankie. “We’re thrilled to share our story with even more women around the world and create a space where they can shop, feel inspired, and be part of a larger movement for change.”

*Image: Chrissy Conyngham, founder of Flo & Frankie*

More Than Just A Boutique

Behind Flo & Frankie is founder Chrissy Conyngham, who started the brand in 2013 with a simple but meaningful goal: to create something that could make a genuine difference in women’s lives.

Inspired by her three daughters, Chrissy founded Flo & Frankie on the belief that women thrive when they support one another. Over the past 12 years, that vision has evolved into a leading boutique fashion retailer across Australasia, with a growing network of stores across Australia and New Zealand. While the business has scaled significantly, its founding purpose – community, connection, and confidence remains at the core of everything it does.

From the beginning, Flo & Frankie was envisioned as more than just a place to shop. Instead, it would be a brand that women could genuinely connect with. This people-first approach extends into the buying process itself. Each garment is selected from trusted brand partners and tested in-house by the Flo & Frankie team on real women, with a focus on fit and feel. It’s a detail-driven approach grounded in the idea that when something fits properly, it can transform not just how you look, but how you feel.

“It’s about confidence, comfort, and being able to move through life – work, motherhood, friendships, and change – feeling supported” – Chrissy Conyngham, founder of Flo & Frankie

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A Boutique With Purpose

Purpose has always been central to Flo & Frankie’s identity, with the brand committed to supporting women both locally and globally. Through its partnerships and initiatives such as Flo Gives Back Humble + Heart Jewellery range, the company has contributed significant funding toward programs such as Tear-fund, designed to help women access education and opportunity.

For founder Chrissy, witnessing that impact firsthand during a visit to Nepal with her daughters and the Tearfund team was a defining moment. Meeting women whose lives have been transformed through access to education and support, cemented the ‘why’ behind Flo & Frankie: to be a business that exists to lift women up, both locally and globally.

A Natural Fit For Australian Style

Flo & Frankie’s arrival in Australia feels like a natural evolution. Australian shoppers have long had an affinity for New Zealand fashion, drawn to its balance of effortlessness and direction.

The marie claire Edit:

Whether it’s a weekday meeting, a long lunch or an upcoming event, Flo & Frankie’s curated selection is designed to support every part of modern life.