“Reformation is a purse-friendly brand with a conscience, which isn’t normally something that goes hand in hand. Along with its fantastic desirable pieces, it has become one of the most interesting contemporary brands right now,” Sarah Rutson, vice president of global buying at Net-A-Porter, told us about their decision to work with the LA-based label. “Their distribution is very limited, so we felt there was huge opportunity to bring them to the Net-A-Porter global customer. The price points are amazing so we think it will appeal to new customers, as well as our EIP clients.”
“Party dressing is very much part of Reformation’s DNA so it felt natural to work together on an exclusive capsule especially for Net-A-Porter customers,” said Rutson. “We feel very confident that this is going to be an incredibly popular collection. We always know what is going to sell well and we always want our new brands to have successful seasons. It’s all about introducing something new that will have sustainable growth for the future.”
The collection will be launching online at Net-A-Porter.com this Friday, November 11.