Reformation, whose only other wholesale partnership is with Nordstrom, is known for its sustainable fashion. Reformation has 13 stores in New York, California, Florida, Massachusetts and Washington, D.C., with a pop-up planned for East Hampton this summer.
Net-a-porter will offer Reformation’s 11 signature styles, retailing from $98 to $268, in various exclusive colorways and sustainable fabrics. The offering includes linen dresses, snakeskin skirts and wide-leg pants. New items will be introduced on the site on a monthly basis. This is a long-term, permanent partnership.
Based in Los Angeles, Reformation is known for its recycled and eco fabrics, recycled hangers in stores and eco-friendly packing for home shipments.
Yael Aflalo, founder and chief executive officer of Reformation, explained why she wanted to expand her distribution via Net-a-porter. “Our mission at Reformation is to prove that fashion and sustainability can coexist and our partnership with Net-a-porter furthers that mission. We admire Net-a-porter for their innovative approach to fashion retail and because of their ability to build an amazing roster of brands. We’re really excited to permanently join the Net-a-porter family and bring Reformation to their customers worldwide, giving them even more sustainable fashion choices so they can do right by the environment.”
Asked what attracted Net-a-porter to the Reformation brand, Elizabeth von der Goltz, global buying director at Net-a-porter, added, “After a successful capsule launch in 2016, we could clearly see the appetite our customer has for Reformation. The brand have gained a strong following as their business model really allows them to adapt to the evolving tastes of their customers which we see working within our buy-now-wear-now strategy.
“Our customers love the transparency and positive message of sustainability that Reformation delivers in such an approachable way. Added to that, the effortless and feminine styles all at a sharp price point make this an apparent choice for our customer. We’ll be launching at the end of April with monthly drops of fresh styles in exclusive colorways,” she added.