The New Location Continues the Brand’s Retail Expansion and Cross-Platform Sales
Reformation, the Los-Angeles based, eco-conscious women’s clothing brand, has opened its latest flagship in Beverly Hills. The new store is located at 409 North Beverly Drive, positioned just a block away from Rodeo Drive.
Hali Borenstein, CEO of Reformation, expressed enthusiasm about the brand’s expansion into Beverly Hills, stating, “Beverly Hills is such an iconic neighborhood, and it felt like a natural fit for our large offering. We already have five other stores in Los Angeles, but the middle of the city was not covered. And Beverly Hills is such a tourist destination.”
This marks Reformation’s second flagship to incorporate its new retail interior design scheme, characterized by warmer wood tones blending contemporary and vintage aesthetics. The brand’s inaugural store showcasing this design debuted in New York’s SoHo district in June last year.
The furnishings within the Beverly Hills outpost consist of restored vintage pieces, with vintage Italian wall lights adding to the ambiance. Notably, the store features an oculus in the ceiling center, allowing natural light to flood the space, while the green marble floors are imported from Italy.
Collaborating with local artists, Reformation has adorned the space with artwork by Ash Roberts, while furniture designer Brett Robinson crafted new cold-rolled steel handbag stands, and glass artist Scott Slagerman contributed glass trays and door handles.
Integrating the latest in retail technology, Reformation equips its sales associates with iPads to assist customers in finding items, with additional iPads mounted on walls for shoppers to use in stocking their dressing rooms, reflecting the brand’s commitment to a seamless fusion of digital and in-person shopping experiences.
Founded initially as a seller of vintage clothing, Reformation swiftly expanded into producing garments from sustainable or recycled fibers. In 2019, Permira, a British global investment firm, acquired a majority stake in the company, sparking a significant expansion.
Today, Reformation boasts annual revenues exceeding $350 million, with vintage clothing sales accounting for just 3-5% of total sales. With 44 stores worldwide, including 12 in California, the company maintains its own factory in downtown Los Angeles, employing approximately 200 workers who produce many of the label’s samples and fulfill replenishment orders.
