Reformation

Headquartered in Los Angeles, Reformation is a leading, digitally-led brand that resides at the intersection of women’s contemporary fashion and sustainable apparel.  Founded in 2009, Reformation designs and manufactures limited edition collections using sustainable methods and materials. The company puts sustainability at the core of everything it does, making effortless silhouettes that celebrate the feminine figure while catering to consumers who want to minimise their ecological footprint. Find out how we’re supporting their growth plans…

USA

Current

Why we backed them

  • To back an authentic sustainable fashion brand with a compelling consumer value proposition
  • To build on their existing nimble business model enabled by speedy design cycles (a sketch can become a dress in about a month compared to 8+ months typical industry lead times, vertical integration and data usage
  • To support a growing omni-channel distribution platform centered around high-growth e-commerce site
  • To develop a revolutionary lifestyle brand that proves fashion and sustainability can co-exist

The investment strategy

  • Support direct-to-customer (DTC) growth through targeted investment in digital marketing, new store openings and product portfolio expansion
  • Strengthen infrastructure and deepen the supply chain with a focus on quality and shorter lead times
  • Maintain strong sustainability standards, extending position as a leading voice in sustainable fashion
  • Expand the international footprint

https://www.thereformation.com

The metrics

2019

Acquisition year

85%

Direct to consumer

c. 15-20

New styles each week

475

Employees

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