// Reformation opens new London store, making its first permanent European location
// The fashion retailer will continue to keep the clothing sustainable despite its LA-based HQ
Following a successful month-long pop up in London this summer, Reformation has returned to the capital to open its first permanent European store.
Located in Notting Hill, the interior fits the aesthetic of the retailer with eco-friendly fabric and reusable bags – all bolstered by new technology that reduces waste.
“Reformation’s design mission is to make effortless silhouettes that celebrate the feminine figure,” the fashion retailer said on its website.
Reformation said it sources “the most beautiful and sustainable fabrics possible to bring those designs to life quickly.”
“Our customers have access to real-time stock information via various touch screens,” Reformation founder Yael Aflalo told Vogue when discussing the UK expansion.
“We put one garment style on the shop floor to create the look of a high-end space, and then customers can digitally search for an item, and add their size to a changing room.”
Aflalo continued to say that although based in LA, Reformation will offset the carbon footprint of shipping to London by using providers that give the option to do so.
“We source electricity offsets from 100 per cent wind power suppliers, and our carbon offsets come in the form of reforestation programmes,” she said.
“It’s only a bit more expensive to opt in.”