Opening at 27 King Street, the retailer’s latest flagship store follows from its first London site which opened in August 2019.
Reformation was founded in 2009, and acts water, waste, and carbon neutral with a commitment to being climate positive by 2025.
The group’s retail experience echoes its sustainability goals, with a focus on natural and recyclable materials such as vintage furniture, eco-friendly fabrics, hangers, and reusable tote bags.
The store, which offsets 100% of its electricity usage with wind energy, joins a number of brands with flagship and one-of-a-kind stores in the area, including Chanel, Tom Ford, Paul Smith, Polo Ralph Lauren, and Bucherer.
William Oliver, head of retail and restaurant leasing at property management group Capco Covent Garden, said: “We are delighted to announce that Reformation has chosen Covent Garden as the site of its new UK flagship store.
“As a sustainable, digitally native fashion brand, Reformation will add to the existing unique shopping experiences that the estate offers for consumers, joining the world-class mix of luxury and contemporary fashion and accessories brands on the estate including Ganni, Tiffany and Co, American Vintage, Vashi, Free People and Mulberry.”