Reformation opens first Canadian flagship in Yorkville

By

Jennifer Braun

Published
Dec 15, 2022

Sustainable womenswear brand Reformation opened on Wednesday its first Canadian flagship location in Toronto, following a year of expansion. 

Located at 87 Yorkville Ave, the 3,556-square-foot flagship features the brand’s tech-driven retail concept, first introduced in 2017, at its San Francisco location.

In store, the Los Angeles-based brand’s high-tech shopping capabilities offer touchscreen monitors that allow customers to digitally select the items they would like to try on in one of the eight 'Magic Wardrobe' dressing rooms, while they shop. 

The dressing rooms also feature touch screens for shoppers to request alternative styles and sizes from the comfort of their dressing room. Moreover, customers will find customized lighting options including cool, golden or “sexy time” to see how a garment may look in various lighting.

"This will also be our first tech-driven retail concept in the market, which is a great way to add magic back to the shopping experience," said Hali Borenstein, CEO at Reformation, in a press release. "Through our one-of-a-kind technology, customers can spend more time getting to know the brand and the product compared to a typical retail experience."

In line with Reformation’s sustainability values, the new store is designed with natural and recyclable materials, including vintage furniture, eco-friendly fabrics and hangers, and reusable totes. All the store’s electricity is equally offset with renewable energy.

The location joins eight other Reformation stores that opened globally this year, bringing its total store count to 36, and is its second largest location after Covent Garden in London, England. 

Reformation first entered Canada in 2019 with a location at Toronto’s Yorkdale Shopping Centre. The company has not yet confirmed if they will open other stores in the Canadian market including in major cities such as Vancouver or Montreal. 

Last month, Reformation launched an outerwear collection with Canadian brand Canada Goose. The seven-piece collection is made from responsibly sourced down, and come in vintage-style patterns and prints. 

Looking ahead, the company has plans to open its next flagship outpost at South Coast Plaza, in Costa Mesa, California.