Reformation To Open Flagship Store In Covent Garden

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Capital & Counties Properties PLC (‘Capco’) announces that sustainable fashion brand Reformation has agreed terms to open a new London flagship store in Covent Garden. Following the success of its first London store which opened in August 2019, Reformation will open at 27 King Street.

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 stuff is 100% 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. They also offset 100% of their stores’ electricity usage with wind energy.

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 Leasing, Capco Covent Garden, said: “We are delighted to announce that Reformation has chosen Covent Garden as the site of its new UK flagship store. 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.”