A look inside Reformation’s first French boutique

IN PICTURES

The Californian brand Reformation is opening its first store on the European continent in France on Thursday. She also chose the Marais district of Paris. This district is particularly popular with international brands entering the French market.

The store’s furnishings include Murano glass lamps and mirrors, hand-knotted carpets and a staircase with wrought iron railings. A chic and glamorous space that will also house Retail X. Retail X is a high-tech retail concept that the brand launched in 2017. It combines the e-commerce experience with brick-and-mortar retail.

Reformation also plans to open a second Paris boutique next year at 14 rue de Passy in the 16th arrondissement. This adds the label to its network of more than 60 stores in the USA, Canada and Great Britain.

Reformation is known for a sustainable approach. The company started selling vintage pieces in Los Angeles in 2009. The brand later also offered its own new items. On her website she explains that she opened her own “sustainable” factory in Los Angeles in 2013. However, the supply chain also includes other manufacturing facilities, including several in China, Turkey and Brazil. The names are listed on the e-commerce website.

The brand’s success is based in particular on its responsible production approach from both an ecological and human perspective. Another reason is that it was one of the first labels to be described as “fair”. Similar to the Danish brand Ganni, Reformation is innovative in the area of ​​sustainable textiles and at the same time designs sophisticated collections. The offer is renewed at a pace similar to that of a fast fashion brand. On its website, the brand states that it releases limited edition collections weekly. These are available online and in stores. A business model that has convinced the private equity company Permira Funds: Reformation has been part of its portfolio since 2019.

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