Reformation CEO Hali Borenstein discusses the brand's aggressive growth strategy, focusing on expanding its physical retail footprint and venturing into new international markets like the UK and Europe. The brand is also diversifying its product categories with successful launches in activewear and shoes. Borenstein emphasizes a commitment to "sustainable growth" by maintaining profitability to reinvest in the business, highlighting the importance of talent acquisition to support rapid expansion.
Key takeaways
Physical retail remains a key growth driver, even for digitally native brands; invest in expanding your store fleet strategically to boost overall growth.
Diversify product categories to capture new market segments and solidify your brand's position as a lifestyle choice, as seen with Reformation's move into activewear and shoes.
Prioritize profitable, sustainable growth by focusing on a healthy business model that generates capital for reinvestment, avoiding growth purely for scale.
Build a robust talent acquisition strategy during periods of rapid expansion to ensure you have the right people and infrastructure to support ambitious growth plans.
Strategic international expansion requires dedicated local teams and a clear focus on key markets, as Reformation is doing in the UK and Europe.
Since Reformation launched in 2009, it’s become well-known for its sustainability focus and wedding-perfect dresses. But, according to CEO Hali Borenstein, the company’s currently in growth mode and rapidly expanding its focus.
“The business has been doing well and evolving quickly,” Borenstein said on the latest Glossy Podcast. “We’ve accelerated growth, and we’re hiring like crazy. We need to make sure we have the right resources and great team members [in place] to support all of that growth.”
Reformation’s growth plan includes building upon its 25-store fleet. (“Retail has been a huge driver of our growth,” Borenstein said.) It’s also targeting new international markets. It recently established a team in the U.K., plus it has a team member in Canada. Europe is a key focus.
In addition, the company has been busy expanding to new categories. It launched activewear in March 2021 and shoes in May 2021.
“We are projecting very robust growth [for 2022], definitely far above 2019 levels,” she said. “We've been very focused on good, sustainable growth, while also maintaining profitability and a healthy business, so that we can invest in ourselves and propel our own growth.”
What does this episode say about retail & omnichannel?
Physical retail remains a key growth driver, even for digitally native brands; invest in expanding your store fleet strategically to boost overall growth.
What does this episode say about dtc strategy?
Diversify product categories to capture new market segments and solidify your brand's position as a lifestyle choice, as seen with Reformation's move into activewear and shoes.
What does this episode say about brand & content?
Prioritize profitable, sustainable growth by focusing on a healthy business model that generates capital for reinvestment, avoiding growth purely for scale.
What does this episode say about founder & leadership?
Build a robust talent acquisition strategy during periods of rapid expansion to ensure you have the right people and infrastructure to support ambitious growth plans.
What does this episode say about retail & omnichannel?
Strategic international expansion requires dedicated local teams and a clear focus on key markets, as Reformation is doing in the UK and Europe.
