Retail in Asia


Fashion brand Reformation debuts in Asia with two Seoul locations

Eco-friendly fashion label Reformation has entered Asia for the first time with two new locations, both in Seoul.

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Reformation opened shop-in-shop locations at Shinsegae Gangnam on May 19 and at Shinsegae Centum on May 26, a rep for the brand told Retail in Asia. The brand is also shoppable on Shinsegae’s e-commerce platform, SI Village.

A Reformation store in Pacific Palisades, California. Source: Reformation

Founded in 2009, the Los Angeles-headquartered label manufactures limited edition collections using deadstock and eco-friendly fabrics, putting sustainability at the core of its brand identity alongside designing feminine silhouettes for women.

Every product’s environmental footprint is tracked and advertised, and earlier this month Reformation divulged plans to become fully circular by 2030.

Source: Reformation

In 2019 the brand announced that a company backed by the global private equity firm Permira had acquired a majority stake in Reformation. The move was seen to aid Reformation in its next chapter of growth and expand both its e-commerce strategy and its retail footprint, at home in the United States as well as overseas. Permira has backed other consumer brands and retailers such as Hugo Boss, Valentino, and Dr. Martens, among others.

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Outside of the US, where the brand has built multiple stores in major cities, Reformation has expanded to Canada, the United Kingdom, and now South Korea.