Reformation marked a new milestone on July 14 with the opening of its 72nd retail location, debuting in Palmer Square in the heart of Princeton.
The store becomes the brand’s second New Jersey outpost, following its Short Hills Mall opening in 2025, and expands Reformation’s Tri-State footprint to 11 locations across Westchester, East Hampton, Greenwichand New York City.
Located at 15 Hulfish Street, the Princeton store sits just steps from the historic university campus, offering a refined, multi-generational environment tailored to local shoppers seeking elevated, versatile wardrobe staples.
The space reflects Reformation’s signature blend of quiet luxury and modern ease, curated to resonate with both longtime loyalists and new customers discovering the brand.
Reformation has grown over 17 years into what it describes as the largest sustainable womenswear brand globally, known for timeless apparel and accessories designed to inspire confidence across life stages and occasions.
Its model pairs data-driven merchandising with a responsive supply chain, enabling the company to consistently deliver trend‑forward styles to more than 1 million active customers.
Sustainability remains central to the Princeton store’s design and operations. The location offsets all electricity usage with renewable energy and incorporates vintage furnishings, FSC-certified wood hangers, and reusable deadstock totes.
Customers can also participate in RefRecycling, returning worn Reformation pieces for responsible recycling and receiving store credit toward future purchases.
The store features Reformation’s Retail X concept, which streamlines the shopping experience by displaying one of each item on the floor for easy browsing. Touchscreens and QR codes throughout the space allow customers to build digital dressing rooms, while additional screens inside fitting rooms enable shoppers to request new sizes or styles as they try on, creating a seamless, tech-enabled experience.
Reformation operates 70 stores across the US, United Kingdom, Canada, and France, and reaches shoppers in more than 150 countries through its e-commerce platform.
