Reformation, a womenswear retailer based in Los Angeles, opened two new stores in Chicago on May 21. The company launched locations at 833 W. Randolph St. in the West Loop and 3452 N. Southport Ave. in Lakeview, expanding its presence in the city.
The expansion is significant as it brings Reformation to two of Chicago’s busiest shopping districts, offering more options for local shoppers and strengthening the brand’s reach across key neighborhoods.
A spokesperson for Reformation said the Southport store was intended to help the company reach shoppers across Lakeview, Lincoln Park, Roscoe Village and North Center. “Southport Corridor expands Reformation’s presence across Chicago, allowing us to better serve existing customers and connect with new ones” in North Side neighborhoods, the spokesperson said in a statement to Block Club.
The Fulton Market location replaces a former Allbirds store along an area that has seen increased retail activity from national brands amid rising rents and ongoing development. The company was attracted to Fulton Market because of its mix of restaurants, offices and nightlife. “Fulton Market is a natural fit because it sits at the center of where our customer lives, works and spends her time,” the spokesperson said.
Both stores offer different focuses: workwear and “desk-to-dinner” fashion at Fulton Market; occasion wear and classic styles at Southport Corridor. They also feature Reformation’s “Retail X” system that uses touchscreens and QR codes so customers can request items directly to fitting rooms rather than browsing racks on the sales floor.
Founded in 2009, Reformation now operates dozens of locations internationally with an emphasis on sustainability marketing such as clothing recycling programs and renewable energy initiatives.
