When Kelli Hull opens Monkee's of Fair Oaks Ranch on August 20, she will bring national contemporary designers like Farm Rio, Paige, and Aviator Nation to the Texas Hill Country—a feat made possible by the collective buying power of the Monkee's franchise network. Hull, a veteran and local resident, identified a gap in the market: contemporary designer clothing without the 45-minute drive into San Antonio. Her solution is a franchise that gives even a single, 1,200-square-foot store access to showrooms typically reserved for large retailers.
“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. Without that buying power, none of this would be possible.”
Monkee's of Fair Oaks Ranch is store #8 in Texas and #70 nationwide, placing Hull early in a growing brand while giving her access to the group's full designer roster. Hull recently returned from New York City, where she bought opening and forward assortments from major contemporary brands. The store will carry household names like Paige denim—a “cult classic”—and FRAME for contemporary denim and ready-to-wear; Aviator Nation for brightly colored sweats and swimwear; and dresses from Milly, Shoshanna, and Marie Oliver. Krewe, Oncept, perfectwhitetee, Pistola, and Texas jeweler Christina Greene round out the mix of accessories and apparel.
“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 to do all of that,” Hull said.
Alongside recognizable labels, Hull will carry emerging designers at various price points—brands customers discover after walking in for a familiar name. “You’re probably going to come in for Paige, which is kind of a cult classic,” Hull said. “But I have a feeling you’re going to discover other brands as well that you’ve never heard of—and I think you’re going to love them just as much.”
The curation is hands-on. One recent morning, a sales rep drove from Dallas and rolled racks of clothing into Hull’s home to preview merchandise for late-fall holiday and into January 2027. “We just started rolling racks of clothes and I started picking pieces out for the future,” Hull said. “It was personal shopping.”
Hull also relies on data to guide buying decisions. “In fashion, we get emotional about it—I have this feeling, and it’s so beautiful, and I love it, and maybe the data doesn’t support that,” Hull said. “To have a buyer say, ‘That’s good—let’s tiptoe into the water on this brand, make some safe bets, and if everybody loves it, we can get more,’ has been phenomenal. Otherwise we’d all have a tendency to go a little hog wild, because it’s very hard to say no to a piece you love.”
The result is a broad assortment that serves women of all ages while feeling personal—a contrast to the limited contemporary options currently available in the area. The grand opening is at 10 a.m. on Thursday, August 20, 2026, in the Lemon Creek Ranch development near Fair Oaks Ranch and Boerne. For the latest brands and arrivals, follow @monkeesoffairoaks on Instagram, with updates on Facebook and TikTok. The store’s website, monkeesoffairoaks.com, launches about 30 days before opening, with online shopping planned for 2027.
