Reformation opens first UK store outside of London

US womenswear label Reformation has opened its first UK store outside London, expanding its physical presence with a new location on Manchester’s King Street.

The 2,000-square-foot store is the brand’s sixth in the UK and builds on a wider international expansion following its recent debut on the New York Stock Exchange.

The Manchester location offers a selection of Reformation’s womenswear and accessories, including dresses, denim, knitwear, shoes and bags, alongside pieces for occasions including work, weddings and everyday wear.

Reformation said the store further incorporates sustainability-focused features, including renewable energy offsets, vintage furnishings, FSC-certified wooden hangers and reusable deadstock totes.

The store also introduces Reformation’s Retail X concept, which uses technology to connect its online and physical shopping experiences. Customers can browse one example of each product in-store, then use touchscreens and QR codes to build a digital fitting room. Additional screens allow shoppers to request different sizes and styles while trying on items.

The opening, which adds to the company's existing 70 stores across the US, UK, Canada and France, comes as Reformation continues to expand its retail network following its IPO, which raised around 211 million dollars last month.

Cash generated from the IPO is being funneled into an aggressive expansion plan, the company reported, reflecting an ambitious strategy by CEO Hali Borenstein, who told CNBC earlier this year that Reformation was still "early in our inning" and has "less than 1 percent penetration of our core market, and so you’re going to see a lot more from us".