Reformation opens new store in Los Angeles

The Shops at Sportsmen's Lodge, in the Studio City district of Los Angeles, is where the new Reformation store has just opened. The eighth in California, the 28th in the United States and the 32nd worldwide with four in London.

With a space of over 2000 square feet, the sustainable brand for women has opted for an interior designed around vintage furniture, hangers in FSC-certified wood and offers, as in its other stores, to recycle pre-used Reformation clothing directly at the store and to receive vouchers in exchange.

Reformation is innovative with its store concept, drawing its inspiration from the Amazon Style model. The brand invites customers to use touch screens that can be found throughout the store, to send clothes to the dressing room without having to carry them in themselves. Other screens can be found in the fitting-rooms so that shoppers can order new sizes and styles.

Reformation was one of the first ready-to-wear brands to advocate for eco-friendly fashion. It was founded by Californian entrepreneur and former model Yael Aflalo in 2009, who started by retailing vintage clothing in the back of her first store on La Brea in Los Angeles.

In 2009, Permira Funds purchased its majority stake in Reformation for an unknown amount; Aflalo stayed on as CEO.

The label has been rapidly expanding over the past few years and is now located in Studio City at The Shops at Sportsmen's Lodge, a new shopping center that now features some 20 brands, including Fred Segal, Madewell, Vuori, Stevie Sister, Free People Movement and Allbirds, as well as restaurants and wellness centers.

The brand is also announcing the opening of new stores to come this year, with its next opening taking place in the South Coast Plaza mall and elsewhere in the United States.

Reformation opens new store in Los Angeles

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