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Reformation launches Seven Dials pop-up

US eco-friendly womenswear label Reformation has launched its first UK pop-up concept store at London’s Seven Dials.

FASHION

Reformation launches Seven Dials pop-up

The 1,300 square foot store on Monmouth Street will be open until January 2017 and will act as a showroom for the brand rather than a traditional store. This means that shoppers will be able browse and try on items only normally available in the USA, and then use touch screen technology to order via the online shop. Their purchases are then delivered to the customer’s home free of charge.

Founded in 2009 by Yael Afalo, the label currently has three US stores in Los Angeles, Soho and New York’s Lower East Side. Its range features sustainable materials, rescued deadstock fabrics and repurposed vintage clothing.

Sam Bain-Mollison, head of group retail strategy and leasing at Shaftesbury, said: “We are thrilled to welcome this completely unique pop-up store to Monmouth Street and showcase this US Brand in the heart of Londons West End. Reformation has such an innovative trend led collection and their ecological philosophy and showroom environment complements the current international retail brands and dining offer at Seven Dials.”

This news follows recent openings on Monmouth Street including the West End flagship store for Kit & Ace and UK debut at Seven Dials for British footwear brand Duke and Dexter

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