Reformation Marketing Strategy: A Deep Dive Into the Brand

About the Reformation brand in one place. This deep dive covers when the brand came about, who founded it, what the stores and tech look like, how collaborations and weekly drops work, price points, sustainability claims and proof, circular programs, and the 2020 controversy with the company’s response.

At a glance

• Origin: Reformation began in Los Angeles in 2009, founded by Yael Aflalo.
  
  
• Ownership and leadership: Permira bought a majority stake in 2019. Hali Borenstein became CEO in 2020.
  
  
• Scale and performance: The brand reported being profitable every year since 2016 and reaching $350 million in revenue in 2023.
  
  
• Store experience: Touchscreens and “magic wardrobes” that auto‑stock fitting rooms, plus adjustable lighting and a data layer that informs buys.
  
  
• Sustainability stack: Product‑level RefScale, Change Climate certification, and a Climate Positive by 2025 roadmap, with circular programs for resale, repairs, and recycling.
  
  

About Reformation: When did the brand come about, and who started it?

Reformation started in 2009 as a small LA storefront reworking vintage pieces, then moved into full collections with sustainability as a constraint rather than a campaign. The founder is Yael Aflalo.

In 2019 the private equity firm Permira took a majority stake to scale the business. In June 2020, after public allegations about workplace culture, Aflalo stepped down and Hali Borenstein moved from president to CEO, a transition widely reported at the time.

The core of the Reformation marketing strategy

Product, proof, and pace define the playbook.

1. A clear value proposition

Reformation sells a recognizable silhouette for occasions like weddings, vacations, and date nights. On every product page, RefScale shows estimated carbon and water impact, which brings sustainability into the shopping moment instead of a separate policy page (Reformation).

2. Fast, small, limited

Weekly small drops let the team read demand and recut winners, keeping emails and social fresh without deep discounting. Permira’s deal notes emphasize nimble, data‑driven operations (Permira).

3. Stores as acquisition and content engines

Boutiques function like showrooms. Shoppers build fitting rooms on touchscreens, items appear in a back‑of‑room “magic wardrobe”, and lighting can be adjusted. This creates a repeatable try‑on moment that customers share and that store teams mine for demand signals (ForbesAxios).

4. Selective wholesale for discovery, not dependence

The brand remains DTC‑led, with curated wholesale at prestige partners to widen reach. Reporting around store openings and leadership interviews confirms the DTC spine with selective partners layered on top (National Retail Federation).

Collaborations that expand reach and reinforce the story

Kacey Musgraves × Reformation, 2024

A 17‑piece capsule tied to Musgraves’ Deeper Well era mixed Western‑tinged dresses, knitwear, denim, and boots, with materials like recycled cashmere, regenerative wool, and silk. Key prices included the Stella Silk Dress $348, Cotswolds Coat $428, Franklin Knee Boot $498, and the Deeper Well Denim Shirt $178. The collection launched alongside her tour and sold through quickly in several sizes. 

Devon Lee Carlson × Reformation, 2025

A capsule of Y2K‑leaning party tops, flirty minis, low‑rise denim, and color‑pop accessories aimed at Gen‑Z and young millennials. Typical live prices included tees around $78, dresses in the $148 to $298 range, denim at $198, bags at $298, and heels at $248. The drop was supported by social content from Carlson and retailer posts that amplified discovery. 

HOKA x Reformation, 2024

Limited colorways of the Mach 6 designed with recycled polyester and organic cotton uppers, positioned as 100% recyclable via RefRecycling. The HOKA x Reformation collaboration brought performance‑adjacent footwear into the brand ecosystem and created a fresh entry point for new shoppers. 

VEJA x Reformation, 2023

The Venturi sneaker released in two exclusive colorways with recycled and jute‑blend mesh, priced around $215 and sold through Ref and Veja channels. 

“The Collection” with Laura Vassar

An elevated capsule using deadstock textiles and NATIVA regenerative wool that extends Reformation’s occasionwear upmarket without losing its environmental proof points. 

Price points, so readers know what to expect

• Silk and occasion dresses: commonly $328 to $448, with select embellished or bridal‑adjacent styles higher. Example: Stella Silk Dress $348 (Reformation+1).
  
  
• Denim: mostly $150 to $250, with best sellers often around $198.
  
  
• Footwear: heeled sandals about $248 to $278, ankle boots around $398, knee boots about $498 to $548.
  
  

These ranges are visible on Reformation’s category pages and are consistent with listings at wholesale partners. 

Retail concept and technology

The store format integrates digital and physical. Shoppers browse a single‑sample floor, add items to a digital cart on in‑store screens, then try on in rooms where requested sizes appear through a two‑way closet. Lighting can be adjusted, which improves the experience and content capture. Coverage of the SoHo flagship and new stores highlights this Retail X model. 

Data from those screens helps teams plan inventory and learn preferences at the local level, as seen in reporting around Denver Cherry Creek (Axios).

Sustainability, proof, and third‑party validation

• RefScale, shown on every product page, estimates carbon and water impact and compares each item to a U.S. average garment, with a published LCA methodology.
  
  
• Certification: Reformation is Climate Neutral certified through Change Climate and communicates a Climate Positive by 2025 roadmap, updated in public sustainability reports.
  
  
• Circular programs:
  
  
  
  • Instant Resale with Poshmark lets customers list past purchases directly from their Reformation account order history (Reformation).
    
    
  • Clean‑Out with thredUP converts closet edits into Reformation shopping credit (Reformation).
    
    
  • RefRecycling, powered by SuperCircle, takes back worn items for textile‑to‑textile processing, with credits issued to shoppers.
    
    
  • Hemster provides free hemming and repairs for loyalty members, which extends garment life and strengthens retention.
    

Growth, scale, and results

In public remarks at NRF 2024, CEO Hali Borenstein said Reformation has been profitable since 2016 and reached $350 million in 2023, while continuing to open stores in priority markets. Independent features and interviews echo the growth focus and DTC spine.

The 2020 controversy and what changed?

In June 2020, former and current employees alleged racism and exclusionary practices. Yael Aflalo apologized publicly and stepped down as CEO. The company announced an independent investigation, a D&I board, and additional measures (Teen Vogue).

Leadership and governance changes followed, with Hali Borenstein as CEO. The episode remains a reputational risk that makes inclusion and internal accountability part of the brand’s ongoing proof set (Business Insider).

What powers the flywheel

1. Hero products and clear use cases keep demand high and repeat purchases steady.
   
   
2. Weekly drops and collaborations add novelty without SKU bloat.
   
   
3. Tech‑enabled stores create memorable try‑on moments and better data.
   
   
4. Proof‑based sustainability builds trust at point of sale.
   
   
5. Circular programs reduce post‑purchase friction and bring shoppers back.
   

Quick FAQ's

So, about Reformation… when did it start?

2009 in Los Angeles, founded by Yael Aflalo (Reformation).

Who owns Reformation now?

Permira holds a majority stake since 2019 (Permira).

Who is the CEO of Reformation?

Hali Borenstein, appointed in 2020 after serving as president (The Business of Fashion).

How many stores and what is special about them

Dozens globally, with touchscreens, magic wardrobes, and adjustable lighting in fitting rooms; the format has been highlighted in SoHo and Denver coverage (ForbesAxios).

Is the sustainability real or just marketing

The brand publishes quarterly and annual reports, uses RefScale, holds Change Climate certification, and operates resale, repair, and recycling programs. Independent coverage still debates the limits of climate positivity and fast fashion, so continued transparency matters. 

What were the Kacey Musgraves and Devon Lee Carlson collabs

Musgraves in 2024, a 17‑piece capsule with silk and regenerative wool; Carlson in 2025, a 20‑piece capsule with Y2K‑leaning styles at accessible Reformation prices.

Sources

• Reformation, “About the founder” and origin timeline. Reformation
  
  
• Permira, majority investment announcement, July 10, 2019. Permira
  
  
• NRF, “How Reformation sticks to its mission,” April 1, 2024. National Retail Federation
  
  
• Forbes, “Reformation opens a new NYC flagship,” July 7, 2023. Forbes
  
  
• Axios Denver, “Reformation brings its magic changing rooms,” Aug 23, 2024. Axios
  
  
• RefScale explainer and methodology (site and PDF). ReformationCloudinary
  
  
• Change Climate, Reformation brand page. Change Climate
  
  
• Reformation sustainability reports and climate positive roadmap. CloudinaryReformation+1
  
  
• Instant Resale with Poshmark; thredUP clean‑out; RefRecycling with SuperCircle; Hemster alterations. Reformation+2Reformation+2ReformationReformation
  
  
• Kacey Musgraves × Reformation coverage and product pricing. ELLEGood Morning AmericaReformation
  
  
• Devon Lee Carlson × Reformation coverage and pricing. Yahoo
  
  
• VEJA x Reformation and HOKA x Reformation collaboration pages and coverage. Refinery29Veja EMEATown & Country
  
  
• Business of Fashion and Business Insider on the 2020 allegations, resignation, and investigation outcome.

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