Reformation is a premium sustainable womenswear brand that sells apparel and accessories primarily through direct-to-consumer channels. While dresses remain its most recognizable category, the company offers a broad assortment including denim, tops, shoes, and handbags. Reformation generates most of its revenue through its e-commerce website and a growing network of owned retail stores in the U.S. and international markets. The company maintains a limited wholesale presence to build brand awareness. Reformation utilizes a "test and react" business model, launching new styles in small initial quantities and quickly scaling production for best-selling items. This approach minimizes inventory risk and supports a high rate of full-price sales by matching supply with real-time demand. The brand targets affluent women and uses sustainability as a core differentiator in its marketing and supply chain operations. Reformation drives growth by expanding its retail store fleet, increasing its international presence in the U.K., Canada, and Europe, and entering new product categories. Many Reformation stores use proprietary technology, such as digital dressing rooms, to increase customer engagement and conversion.