Sustainable fashion brand Reformation has agreed terms to open a new London flagship store at King Street in Covent Garden.
Founded in 2009, Reformation is a revolutionary lifestyle brand that proves fashion and sustainability can coexist. They combine stylish, vintage-inspired designs with sustainable practices, releasing limited-edition collections for individuals who want to look beautiful and live sustainably. Their products are 100 per cent water, waste and carbon neutral, with a commitment to being climate positive by 2025.
Reformation’s retail experience emulates their sustainable ethos with a focus on natural and recyclable materials, including vintage furniture, eco-friendly fabrics, hangers, and reusable totes.
This new signing adds to Covent Garden’s growing list of the very best British and international fashion, beauty and luxury jewellery brands. The estate has a mix of one-of-a-kind and flagship stores, in a pedestrianised open-air shopping environment with brands including Chanel, Tom Ford, Paul Smith, ba&sh, Arc’teryx, A.P.C, Polo Ralph Lauren and Bucherer, making the area one of London’s most exciting leisure destinations.
William Oliver, Head of Retail & Restaurant Leading, Capco Covent Garden, commented: “We are delighted to announce that Reformation has chosen Covent Garden as the site of its new UK flagship store.”
