Nordstrom to Retail Reformation

Nordstrom to Retail Reformation

The coastal girl’s favorite niche brand just became a whole lot bigger.

The coastal girl’s favorite niche brand just became a whole lot bigger.

Text: Tess Garcia

Beginning today, sustainable clothing label Reformation will be selling its products at Nordstrom. A selection of pieces are now available on the department store’s website and in 20 U.S. locations in cities across the country, like Houston and Chicago, where Reformation’s signature sundresses may be lesser known.

The announcement marks a major shift for both companies. According to Business of Fashion, Nordstrom is adding “online-native” brands to its inventory to “bring customers into its stores amid growing competition form online sellers.” Its Pop-In series, which has temporarily featured millennial-skewing brands like Everlane and Warby Parker, is another example of Nordstrom’s effort to take customers off of their phones and into malls.

Reformation, on the other hand, is likely to see sales skyrocket, given that 80 percent of their current sales take place online. But for CEO Yael Aflo, there is more to this initiative than turning a massive profit.

“Our goal is to bring sustainable fashion to everyone,” she told BoF. “It’s popular on the coasts but there are a lot of American women that we don’t know yet.”

Credits: IMAGE VIA REFORMATION

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