Reformation brings its "magic" changing rooms to new Denver store
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Photo: Courtesy of Reformation
Eco-friendly fashion brand Reformation is opening its first Colorado retail location Friday in Denver's Cherry Creek Shopping Center, bringing its signature sustainable, vintage-inspired apparel to the area.
Why it matters: Reformation is unique from other retailers because of its tech-forward approach.
Zoom in: The Cherry Creek location will be equipped with what the womenswear brand calls a "magic wardrobe" in each dressing room.
- Customers can request new sizes or items through a touch screen.
- The Cut called it a "real-life 'Clueless' closet."
The intrigue: Reformation leverages the data it collects through its dressing room touch screens to inform merchandising decisions in new stores and fine-tune inventory based on customer preferences.
Zoom out: Like all of its stores, the Denver location will integrate sustainable elements, like vintage furniture and reusable totes, and offset its electricity usage with renewable energy.
The big picture: The clothing label's local debut is part of a global expansion in locations with a strong demographic fit and demand.
- The Los Angeles-based business will have opened 18 new stores between 2023 and the end of 2024, including in other cities like Charleston, South Carolina; Philadelphia, Detroit and Tampa, Florida.
- Meanwhile, the brand has gained more than 2 million Instagram followers and celebrity fans like Taylor Swift, Jennifer Lopez, Rihanna, and, most recently, Monica Lewinsky.
What they're saying: The cult-followed fashion brand has solidified itself as "the cool-girl label to know," according to Cosmopolitan.