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Reformation to open flagship store in Covent Garden

Tom Bottomley
22 June 2021

Sustainable fashion brand Reformation has agreed terms to open a new London flagship store at 27 King Street in Covent Garden through landlord Capco.

The new opening follows the success of Reformation’s first London store, at 186 Westbourne Grove in Notting Hill, which opened in August 2019.

William Oliver, Head of Retail & Restaurant Leasing at Capco Covent Garden, said: “We are delighted to announce that Reformation has chosen Covent Garden as the site of its new UK flagship store.

“As a sustainable, digitally native fashion brand, Reformation will add to the existing unique shopping experiences that the estate offers for consumers, joining the world-class mix of luxury and contemporary fashion and accessories brands on the estate including Ganni, Tiffany & Co, American Vintage, Vashi, Free People and Mulberry.

Founded in 2009, Reformation is a revolutionary lifestyle brand that proves fashion and sustainability can coexist. It combines stylish, vintage-inspired designs with sustainable practices, releasing limited edition collections “for individuals who want to look beautiful and live sustainably.”

Its products are 100% water, waste and carbon neutral, with a commitment to being climate positive by 2025, and Reformation’s retail experience emulates its sustainable ethos with a focus on natural and recyclable materials, including vintage furniture, eco-friendly fabrics, hangers, and reusable totes. Reformation also offsets 100% of its store’s electricity usage with wind energy.

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