LONDON — Reformation is ramping up its London presence with plans to open a flagship retailer within the vacationer hub of Covent Garden.
The flagship will open at 27 King Street, just a few steps from the Covent Garden market, based on the property proprietor Capital & Counties, referred to as Capco, which has been curating and growing the neighborhood. Although Capco didn’t affirm a gap date it’s understood that the brand new retailer will open in early 2022.
Reformation, which opened its first London retailer in 2019 on Westbourne Grove in Notting Hill, will take over the area previously occupied by Petersham Nurseries’ life-style, house, backyard store and florist.
The Petersham store had opened with a bang in 2017 as a part of an enormous eating advanced. As reported final month, the store shut in May after the lease expired.
The Petersham restaurant, La Goccia café and the Deli will stay open in Covent Garden, as will the unique Petersham Nurseries in Richmond, West London.
William Oliver, head of retail and restaurant leasing, Capco Covent Garden, mentioned that as a “sustainable, digitally native fashion brand, Reformation will add to the existing unique shopping experiences that the [Covent Garden] estate offers for consumers.”
He added that it’s going to be part of a mixture of luxurious and up to date style and equipment manufacturers on the property together with Ganni, Tiffany & Co, American Vintage, Vashi, Free People and Mulberry.
Reformation has 21 shops — 19 within the U.S., one in Canada and the one in Notting Hill.
The Los Angeles-based ready-to-wear model is thought for its assortment of sustainable girls’s attire, and has lately expanded into activewear with the Ref Active assortment.
In an interview earlier this 12 months, Hali Borenstein, chief government officer of Reformation, advised WWD the corporate was planning to develop its retail fleet, notably in Europe the place the sustainability motion is gaining velocity, and by coming into new classes.
Reformation was based by Yael Aflalo in 2009 when she started promoting classic clothes out of a storefront in Los Angeles. The model opened its first sustainable manufacturing unit in downtown Los Angeles in 2013, and went international the identical 12 months with the launch of its web site.
The model works with deadstock and eco materials, monitoring and sharing the environmental impression of each product. The model has additionally established itself as a pioneer in retail innovation, growing an in-store tech idea that brings the very best of its on-line expertise to its bodily doorways.
The model rapidly turned a favourite amongst Millennials and Gen Z in search of environmentally pleasant style choices. Borenstein took over the helm of the corporate final summer season after Aflalo stepped away from the C-suite, following allegations of racism from previous workers.