Join the Reformation
Although Reformation's two New York locations are in relatively close proximity, the team plans to keep the inventory at each store very different. "We're carrying different products—Soho has its own energy and so does the Lower East Side," Yael explained. "A lot of our things are one-of-a-kind, so we go through piece by piece and decide which store we should send it to. We definitely have our customer in mind—the Lower East Side girl is chic and edgy, but a little tougher and a bit more punk."