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Reformation to join line-up at Covent Garden

Capital & Counties Properties has confirmed that US fashion label Reformation will be opening a new flagship store in London’s Covent Garden. Spanning 4,359 square feet,… View Article

FASHION

Reformation to join line-up at Covent Garden

Capital & Counties Properties has confirmed that US fashion label Reformation will be opening a new flagship store in London’s Covent Garden.

Spanning 4,359 square feet, the store will join the shopping district’s growing collective of fashion and beauty brands, which includes the likes of Ganni, Free People, Rails, American Vintage, A.P.C., Glossier and Guerlain.

Reformation combines vintage-inspired designs with sustainable practices and releases limited-edition collections. Its fans include celebrities such as Kendall Jenner, Gigi Hadid, Hailey Bieber, Emily Ratajkowski, Kaia Gerber, Adele, Phoebe Dynevor and Emma Raducanu.

Due to open on 10 June, the shop is the brand’s biggest location to date and will include the brand’s signature in-store technology across the shop floor and in dressing rooms. The Magic Wardrobes allow customers to search through the brand’s entire collection and via iPads in the dressing room. In addition, they can order alternative sizing and styles directly from the stockroom.

Reformation will also be launching an exclusive new programme called Ref Rotates, which will invite like-minded businesses from all over the world to have a pop-up in the store space. The first pop-up will be Petersham Nurseries’ The Maker’s Hand.

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