The womenswear retailer has decided on 27 King Street in Covent Garden as the site for its new flagship site.
The new store is 4,359sq ft in size, making it the brand’s largest store to date. The official launch will be on Friday this week in a unit that was previously occupied by florist Petersham Nurseries and positioned next to womenswear brand Ba&sh, and it is 350 yards away from Reformation’s first London pop-up at 61-63 Monmouth Street, which closed its doors back in December 2016.
William Oliver, Head of Retail and Restaurant Leasing at property management company Capco Covent Garden, which owns the unit, said: “As a sustainable, digitally native fashion brand, Reformation will add to the existing unique shopping experiences that the estate offers for consumers, joining the world-class mix of luxury and contemporary fashion and accessories brands on the estate including Ganni, Tiffany & Co, American Vintage, Vashi, Free People and Mulberry.”
