Reformation opens third NYC store on Bond Street

By

Obi Anyanwu

Published
Nov 13, 2017

Los Angeles fashion label Reformation opened this week its third New York City store at 39 Bond Street in NoHo.

 
The new store joins two additional New York City stores at 23 Howard Street in SoHo and 156 Ludlow Street in the Lower East Side, which was the first from the brand to open in the city in 2010. The NoHo store is unique between the three for its technology-driven retail experience.
 
Reformation debuted the experience in early 2017 at its San Francisco store on Valencia Street. Digital screens and iPads allow customers to look through the store’s inventory and select items to try in the fitting room. The concept later debuted in Los Angeles at its Culver City platform and at its Melrose store and in Dallas, which is the brand’s first store to open outside of New York City and Los Angeles.

The NoHo store also features touchscreens for faster shopping and a minimal interior with light wooden floors, white walls and ceilings and brushed metal racks. The merchandising is also limited to single styles and sizes so that customers could browse quicker and utilize the touchscreens more.
 
Reformation currently operates eight retail locations, including a vintage shop in Los Angeles.