Reformation to open in Covent Garden

By

Sandra Halliday

Published
Jun 23, 2021

Reformation is to open a new London flagship in Covent Garden with the sustainable fashion brand having agreed terms to open at 27 King Street through landlord Capital & Counties (Capco).

It follows the success of its first London store (in Westbourne Grove) that opened two years ago and comes amid a spate of post-lockdown openings as London prepares for tourists to trickle back.

Opening in Covent Garden will expose it to a quite different customer base than the Westbourne Grove location with (in usual times) it being an international and domestic tourist magnet, as well as key for office workers and those visiting London for entertainment in the evenings.

The 12-year-old brand hasn’t given an opening date but it will be offering its sustainably-focused, vintage-inspired designs and limited editions.

The store itself is likely to reflect the label’s eco obsession, with its existing stores in the US and London being all about natural and recyclable materials, vintage furniture, eco-friendly fabrics, hangers, and reusable totes. The brand also offsets 100% of its stores’ electricity usage with wind energy. 

The new signing will see it close to a number of fashion and beauty names at the key shopping destination with Reformation set to open a stone’s throw away from labels such as Mulberry, Ganni, Tom Ford, Paul Smith, ba&sh, Arc’teryx, A.P.C, Polo Ralph Lauren, and Bucherer.