Reformation opens new 4000sq ft London flagship in Covent Garden

Capital & Counties Properties PLC (‘Capco’) announces that US fashion label Reformation will open the doors to its new flagship location in Covent Garden on Friday 10th June.

This new 4,359 sq ft store opening is the latest addition to Covent Garden’s growing collective of fashion and beauty destination brands. This new addition further cements the estate’s status as the home of the most stylish and forward thinking brands, including numerous recent innovative pop ups.

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. A 100% carbon neutral company with a commitment to being climate positive by 2025.

Reformation’s retail experience emulates the brand’s sustainable ethos with a focus on natural and recyclable materials, including vintage furniture and eco-friendly fabrics. The new Covent Garden location is the biggest yet and will include their signature in store technology across the shop floor and in their dressing rooms. The Magic Wardrobes allow consumers to search through the brand’s entire collection and via ipads in the dressing room, and customers can order alternative sizing and styles directly from the stockroom to the comfort of their dressing room.

Reformation will also launch an exclusive new programme, Ref Rotates, which will invite like-minded businesses from all over the world to pop up in the store space. Ref Rotates will kick off with Petersham Nurseries’ The Maker’s Hand, paying homage to their Covent Garden neighbour. The Maker’s Hand series spotlights homegrown talent and recognises the exceptional creativity of traditional artisans.

The Covent Garden estate is home to world-class fashion, beauty and lifestyle stores as well as an unrivalled line up of dining destinations, all within a heritage, pedestrianised open-air environment.

The Reformation Covent Garden flagship opens on June 10th, with the first Ref Rotates partner, Petersham Nurseries’ goods available to purchase from June 10th.

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