Reformation, the Vernon, California-based sustainable womenswear brand, hit the public markets on July 30. The stock closed barely changed.
The company priced its initial public offering at $15 a share - the bottom of the $15 to $17 range it had marketed to investors. Based on the shares listed in its regulatory documents, the IPO valued Reformation at roughly $890.9 million.
Of the 9.48 million shares sold, about 4.58 million came from existing backers. Following the IPO, Permira, the private equity firm, was anticipated to hold about 49% of the company's outstanding shares. Founder Yael Aflalo's family trust holds about 20% of the shares.
Reformation has been growing fast for years. Reformation's annual net revenue for 2025 was $507.1 million, which represents a 19% compound annual growth rate since 2023. The brand recorded net revenue increases of at least 10% for 20 consecutive quarters through the first quarter of 2026.
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Gross margin stood at 70% for the period, with tariff refunds boosting that figure by roughly 900 basis points.
The customer base is growing too. Reformation had about 1.14 million active customers on its direct-to-consumer channel as of March 28, up from more than one million last year. About 90% of Reformation's 2025 sales came through its direct-to-consumer channel. In addition to e-commerce, the brand operates 70 physical locations in the United States, United Kingdom, Canada, and its newest market, France.
The IPO gives Reformation public capital to fund its ambitious retail expansion. The company's strategy hinges on a sustainable supply chain and a technology-driven shopping experience that differentiates it in a crowded fashion market. With a loyal direct-to-consumer base and strong repeat purchasing, Reformation aims to replicate its online success in physical stores. Yet the recent quarterly loss highlights the upfront costs of that growth.
Reformation's business model is built on selling clothes that are made with a sustainable supply chain and a technology-forward shopping experience. That pitch resonates with a certain kind of shopper, and the brand has managed to keep those shoppers coming back.
The company's plan includes opening more physical stores. CEO Hali Borenstein said in a statement, "We plan to more than double our 70 physical stores over the next five years, sticking to our existing four countries."
That expansion costs money upfront, which is part of why losses are still there. If the new stores pull in customers the way the online channel has, the math could work. If not, the IPO price may start to look like the ceiling rather than the floor.
For investors, Reformation is a story about a fashion brand with real momentum and a clear identity, going public. Whether it becomes a wardrobe staple for portfolios depends on execution - and on whether shoppers keep buying dresses the same way they did when the brand was smaller.
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