Reformation brings green, high-tech brick-and-mortar retail concept to LA

By

Cassidy Mantor

Published
Jun 2, 2017

Reformation is opening two retail concept shops in its native Los Angeles that will feature its signature eco friendly tech focused shopping experience.

The Los Angeles brand made headlines earlier this year when it debuted its technology-infused retail experience in San Francisco. Customers in the Bay Area were introduced to touchscreens in fitting rooms as well as throughout the store.

The touchscreens show stylized product to consumers in what the brand calls a "magic wardrobe". Customers can in turn request that their sizes are delivered to the fitting room for a more streamlined shopping experience and add items to the collection.

In addition to touchscreen shopping, fitting rooms have headphone jacks and customizable lighting to enhance customers' individual experience in store.

Eco-friendly practices include using hangers made from recycled materials and reusable totes. The paint used for the stores is low-VOC, meaning it releases less chemicals into the atmosphere than other paints on the market.

Reformation is rolling out their new retail concept in Los Angeles, first at Culver City's Platform and next week in a new location on Melrose Avenue near the intersection of Fairfax in Los Angeles.

Reformation's Culver City location occupies over 2,100 square feet. The new Melrose location will be almost 3,000 square feet. It will serve as a localized distribution center that helps run six Reformation stores. The current Reformation location at 8253 Melrose will transition its assortment to vintage sold through the Reformation label.

Reformation has had a busy past few months. In addition to opening a sustainable factory in Vernon, CA, it has also recently rolled out two new product lines of swim and children's.

Reformation's Platform boutique in Culver City is now open. The new location at 8000 Melrose will open June 6.