LA-Based Fashion Brand Reformation Opens Newest Store In NYC

NEW YORK CITY — Popular Los Angles-based sustainable fashion brand Reformation (Ref) has opened its newest store in the Flatiron District.

The latest opening this month marks the brand's sixth store in New York City among its fleet of more than 50 stores globally.

The new store, at 122 5th Avenue in Manhattan, offer a curated selection of Reformation's signature dresses, denim, tops, pants, skirts, shoes, handbags, outerwear and more.

The brand’s designs draw inspiration from vintage references, current trends and products that speak to a modern sensibility with an emphasis on flattering, feminine fits, a spokesperson told Patch.

“New York City has been our second home since we opened our first store on the Lower East Side in 2011. It’s been so much fun to grow our community and bring Reformation to life across the Tri-State area over the past 14 years, from SoHo to Williamsburg to East Hampton, and we are so thrilled to finally open our doors on Fifth Avenue, one of the most iconic shopping destinations in the country," Sarah Hooe, Vice President of Global Business Development at Reformation, told Patch.

"Flatiron in particular has blossomed as a shopping hub for tourists and locals alike–the foot traffic and brand adjacencies for Reformation are really strong. Our expectation is that this will be a particularly great location to introduce new customers to the brand."

In addition, Reformation Flatiron will feature the brand’s one-of-a-kind, tech-driven retail concept, "Retail X," which brings the best of its online experience to its physical doors.

Brand leaders said it will result in a "more streamlined, customer-centric shopping experience."

Touchscreens are located throughout the store, enabling customers to build their dressing room without having to physically carry their items while they shop. Additional touchscreens are located in each dressing room, so customers can order new sizes or styles as they try on.

Reformation Flatiron is open Monday to Saturday from 10 a.m. - 8 p.m. and on Sunday from 11 a.m. - 7 p.m.

For more information on the Flatiron store, you can visit Reformation's website.