When Kelli Hull opens Monkee's of Fair Oaks Ranch on August 20, she will bring a curated selection of national contemporary designers to the Texas Hill Country—a feat made possible by the collective buying power of the Monkee's franchise network. The store, located in the Lemon Creek Ranch development near Fair Oaks Ranch and Boerne, aims to fill a gap Hull herself experienced: the need to drive 45 minutes to San Antonio for contemporary fashion.
"Because we're a franchise, the buying power that the collective franchisees have is fairly significant," Hull said. "It's amazing that someone like myself—my store's not even open yet—was able to walk into the Farm Rio showroom in Manhattan and buy for 2027." The franchise, based in North Carolina, includes 70 stores nationwide, with Monkee's of Fair Oaks Ranch being the eighth in Texas. This scale gives a single-location owner access to showrooms typically reserved for larger retailers.
Hull's buying trip to New York City secured brands such as Paige denim, FRAME, Aviator Nation, Milly, Shoshanna, and Marie Oliver. The assortment is designed to serve women of all ages, from high-school shoppers excited about Aviator Nation's colorful sweats to those seeking cocktail dresses for evening events. "If you want to wear a basic top, a pair of denim and sneakers during the day, but then you have an event in the evening and you need to put on a cocktail dress, we're your one-stop shop," Hull said.
Beyond well-known labels, the boutique will feature emerging designers and Texas jeweler Christina Greene. Hull emphasized the discovery aspect: "You're probably going to come in for Paige, which is kind of a cult classic. But I have a feeling you're going to discover other brands as well that you've never heard of."
Curation is guided by data from the franchise's buyers, helping Hull balance emotional attachment to pieces with market trends. "To have a buyer say, 'That's good—let's tiptoe into the water on this brand, make some safe bets,' has been phenomenal," she said.
The grand opening is scheduled for 10 a.m. on August 20, 2026. The store's website, monkeesoffairoaks.com, will launch about 30 days prior, with online shopping planned for 2027. For updates, follow @monkeesoffairoaks on Instagram.
