Retailer Reformation expanded its Chicago presence with two new stores.
The women’s brand, aimed primarily at Gen Z and millennials, opened in Lake View, 3452 Southport Ave., and Fulton Market, 833 W. Randolph St. — neighborhoods that have become a hotspot for trendy retailers. Previously, Reformation’s only Chicago store was in Streeterville, which opened in 2019 at 56 E. Walton St. An Oak Brook store opened in 2022.
The cult brand bills itself as a sustainable fashion label and sells accessories and clothing ranging in price from $38 for a basic tank top to $398 for a silk dress.
Its new Southport Avenue location was previously home to footwear brand Dr. Martens. Reformation joins other brands in the area like Abercrombie & Fitch, Lululemon, Athletica, Madewell, Gap and Sephora.
The new location was “designed with a multi-generational appeal in mind” and a focus on “occasion dressing,” according to a news release.
Reformation’s Fulton Market store replaces an Allbirds. The retailer said in a news release that the store’s merchandise will cater to a “desk-to-dinner lifestyle.”
Reformation’s Chicago stores are in community areas with the highest number of new business licenses, according to city data compiled by Crosstown LA. Between Jan. 1, 2020 and May 18, 2026, Near North Side, which includes Streeterville, saw the third highest number of licenses for retail, personal care and general services out of Chicago’s 77 community areas. The Near West Side, which includes Fulton Market, had the fourth highest number of licenses, and Lake View had the sixth highest.
The new stores incorporate the brand’s tech-focused concept called Retail X, which started in 2017. One of each item is on the shop’s floor, and touchscreens and QR codes are displayed so customers can request their size to be added into a dressing room. Each fitting room also has a touchscreen so shoppers can request additional items and sizes.
Founded in 2009, the Vernon, California-based company started with one store that re-tailored vintage clothing and expanded online in 2013. Reformation now has 58 stores in the United States and 10 internationally.
It touts “eco-friendly business practices” and releases an annual sustainability report. The brand’s products have been deemed climate neutral since 2015, and the business has been Climate Neutral Certified since 2021, according to a news release.
Customers are encouraged to recycle their used Reformation pieces through the company’s recycling program, which offers credit toward future purchases.