Reformation, founded in 2009 as a vintage shop, is looking to expand its eco-conscious premium apparel brand.
Photographer: Jonah Rosenberg/BloombergReformation Eyes Going Public in Testing the Limits of Eco-Friendly Fashion
Sales doubled in four years to $300 million, but doubts remain about how big eco-friendly brands can get.
Fast-growing womenswear maker Reformation will be the next big test of whether a brand pitching sustainability can win over a wider audience and deliver on environmental promises.
The company, started in 2009 as a vintage boutique in Los Angeles, doubled sales over the past four years, with revenue topping $300 million. Majority owned by private equity firm Permira, Reformation touts its green cred with offerings such as $200 pants made from eucalyptus trees. The company says it’s profitable and is now eying an initial public offering.