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Southlake’s newest fashion obsession is officially open.
Reformation debuted its new Southlake Town Square boutique on Tuesday, August 11 at 213 Grand Ave. E, marking the sustainable fashion brand’s third location in the Dallas-Fort Worth area and seventh in Texas.
Known for its vintage-inspired silhouettes, feminine dresses, and cool-girl staples, Reformation has built a loyal following for pieces that feel current without being overly trend-driven. The Southlake store carries dresses, denim, separates, sweaters, shoes, bags and more, with new merchandise arriving weekly.
And while the same pieces can be found online, Associate Manager Teyah says the assortment inside each Reformation store is tailored to its local customer. In Southlake, that means a slightly more family-oriented mix, including plenty of staples, denim, shoes and bags, along with styles that appeal to both moms and daughters.
“This is very family-oriented,” Teyah says. “We have a lot of the mom-and-daughter clothing here.”
She says the Southlake boutique also has its own interior design and personality, part of Reformation’s approach to making each location feel distinct from the others.
The new location also features Reformation’s tech-forward Retail X concept. Rather than filling the sales floor with every size, one of each item is displayed for browsing. Shoppers can use touchscreens and QR codes throughout the store to build a fitting room digitally, then request additional sizes or styles from a touchscreen inside the dressing room.
Sustainability is woven into the space, too. The store incorporates vintage furnishings, FSC-certified wood hangers and reusable deadstock totes, while its electricity usage is offset with renewable energy. Customers can also bring back well-loved Reformation pieces through the brand’s RefRecycling program and receive credit toward a future purchase.
The Southlake boutique joins Reformation locations at NorthPark Center and on Henderson Avenue in Dallas.
Reformation
213 Grand Ave. E, Southlake
Monday–Saturday, 10 a.m.–8 p.m.
Sunday, noon–6 p.m.