Reformation Gets Physical With Nordstrom Wholesale Partnership

To widen its reach, Reformation is coming to a select number of Nordstrom brick-and-mortar stores, as well as the retailer’s eCommerce website. The brand uses sustainable and rescued fabrics, along with vintage clothing, to create apparel, Retail Dive reported.

Reformation Founder and CEO Yael Aflalo told Business of Fashion, “Our goal is to bring sustainable fashion to everyone. It’s popular on the coasts, but there are a lot of American women that we don’t know yet.”

Nordstrom is Reformation’s first wholesale gig, although the brand has 11 brick-and-mortar stores in cities such as Los Angeles, Boston and San Francisco. Those stores contribute to about 20 percent of the brand’s sales, while eCommerce brings in the lion’s share of the brand’s shares at 80 percent.

Just this month, the brand also turned to Workarea, a software-as-a-service (SaaS), for tech-enabled and eCommerce stores. The platform, for example, powers touchscreens that allow customers to browse items.

The news comes as Nordstrom is planning to adding two more Nordstrom Local locations in Southern California, a few months after rolling out the concept in West Hollywood, Chain Store Age reported. Its West Hollywood store also features a bar — because shopping is thirsty work — and functions as a pick-up and drop-off station for consumers. Orders placed before 2:00pm can be picked up on the same day. Tailors will be available for alterations or to help members of Nordstrom’s Trunk Club.

As of September, there were 121 “original recipe” Nordstroms nationwide, with a new one opening in Toronto. However, the world is changing — and shoppers’ needs and habits are shifting — and Nordstrom wants to be sure it evolves right along with them.

Erik Nordstrom, co-president of the retailer, had said, “There aren’t store customers or online customers — there are just customers who are more empowered than ever to shop on their terms.”