Reformation opens new tech-focused store on the East Coast

Sustainable clothing label Reformation just opened its third store in New York City. The stylish Los Angeles company dubbed this location as its first tech-savvy store.

In total, this store marks Reformation's eighth retail location. The store is "tech-enabled," as reported by WWD, meaning that it will feature touch screens that will let customers send apparel straight to their dressing rooms as well as digital fitting room attendees. The store will also have product fulfillment without leaving fitting room, phone plug-ins for charging, as well as custom lighting. The entire space boasts 3,500 square feet total.

As a tech-focused store, Reformation seems to be testing out this new concept. We’ve had stores there since 2010, but this is definitely something different, something new. I hope people will be into it," Yael Aflalo, founder of Reformation, told WWD.