Reformation Expands Presence in NYC with New Store Opening
The sustainable fashion label Reformation has announced plans to open a new retail store in the Flatiron District of New York City later this year. This expansion highlights the brand’s commitment to the eco-friendly fashion movement, as well as its growing influence in one of the world’s leading fashion capitals.
Store Location and Details
Reformation has secured a lease for 3,400 square feet at 122 Fifth Avenue, a prime location managed by Bromley Companies. This new establishment will serve as the sixth permanent store for Reformation in New York City, joining previous locations in:
- 39 Bond Street (NoHo)
- 156 Ludlow Street (Lower East Side)
- 62 Greene Street (SoHo)
- 1055 Madison Avenue (Upper East Side)
- 65 North Sixth Street (Williamsburg, Brooklyn)
Company Background
Founded in 2009, Reformation has established itself as a leader in combining vintage-inspired designs with environmentally responsible business practices. With over 50 stores globally, the brand has gained popularity through celebrity endorsements and chic, sustainable offerings.
Statements from Leadership
Sarah Hooe, Vice President of Global Business Development at Reformation, expressed enthusiasm about the brand’s expansion in New York. She stated, “New York City has been our second home since we opened our first store on the Lower East Side in 2011.” Hooe emphasized the joy of fostering community connections and mentioned the excitement of establishing a presence on Fifth Avenue, a renowned shopping destination.
Market Trends and Rents
While specifics of the lease agreement, including its duration and rental terms, have not been disclosed, a report by CBRE indicated that average retail rents in Manhattan reached approximately $659 per square foot in the first quarter of 2025.
Additional Store Tenants
The new Reformation location will be part of a vibrant retail environment at Bromley’s 11-story building, which also houses popular tenants such as:
- Pandora (jewelry store)
- Levain (bakery)
- Vuori (athleisure apparel)
Community Impact and Vision
Peter Tong, Senior Vice President at Bromley, remarked on the synergy between Reformation’s brand ethos and the vision for 122 Fifth Avenue, noting, “Reformation joining the robust offering in and around 122 Fifth Avenue is a perfect fit.” He highlighted the brand’s commitment to merging modern fashion trends with sustainability, aligning with the building’s focus on renewing historical spaces with future-minded design.
For further information or inquiries, you can reach Isabelle Durso at id****@****************er.com.