Reformation CEO Hali Borenstein: 'We’re investing in ourselves and propelling our own growth'

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.”