Reformation launches tech-driven San Francisco store

By

Kate Dingwall

Published
Feb 15, 2017

Reformation has announced the opening of a new concept store in San Francisco in February. The location will be tech-first, meaning the eco-friendly womenswear brand will look to e-commerce touch screens and innovative changing room technology to upgrade its retail experience.

Instead of racks and racks of different sizes and colors of each item, Reformation's San Francisco outpost will be set up more like a showroom: only one of each item will be on display. Customers will be able request items, or request different sizes or colors for items they have already tried on, right from touch-screens placed inside the dressing rooms.Customers will also be able to sync their music to the dressing rooms, to provide a personalized experience for every customer.

There will be no registers or cash desk in the new location - all transactions will be handled on employee's iPhones.

Reformation, founded in 2009, is dedicated to transparency in its production process, producing the majority of its collection in downtown Los Angeles and choosing sustainable production centers abroad to manufacture the remaining portions. All portions of the new San Francisco location have been created in partnership with local companies, in line with the brands focus on sustainability. All hangers in the store are created using recycled materials, and all shopping bags are completely recyclable. The actual store is constructed from sustainable rammed earth, and low-toxin VOC paint throughout.

The San Francisco store is set to open on February 21st, 2017.