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ohOn a recent trip to the newly opened renovation boutique at Montrose Collective’s mixed-use development, a group of shoppers were at the store’s giant touchscreen. It allowed them to easily buy from the controller.
It’s a perk they haven’t had on recent renovation shopping trips to London, so it was a fun find in their new hometown Houston store.
That’s one reason why the environmentally conscious California import is popular with those who appreciate the retro’s modern, sleek and sustainable take on fashion. Houston Renewal is the brand’s first Houston store and fifth overall in Texas. That’s equal to New York in number of stores.
“Following the great response from our communities in Austin and Dallas, we are excited to expand further into the growing Texas market,” said Hali Borenstein, CEO of Reformation. “Houston is a fast-growing city and one of our strongest e-commerce markets.”
For a first-time venture into a boutique, take note. The shop is on a street in the Montrose Collective, so look for a sleek storefront with green and white tiles out front.
Once inside, the boutique is sunshine and cool breezes, nature and technology all in one. Clothing collections are classified by color and tone, making navigation easier. The racks feature one of each style on the sales floor, so when a shopper sees something they like, they can select items (in the color and size they want) to try on—and continue browsing while the items are installed on their wardrobe. Room.
Sales staff are available to scan items and send them to one of six fitting rooms.
One wall houses the brand’s selection of reef shoes, including the recent launch of the fully enclosed Loop sneakers. In consumer terms, they are designed, manufactured, used and maintained to avoid the concept of waste.
The sustainable design concept behind the revamped Montrose Collective store includes natural and recyclable materials, sustainable dressing room rugs, vintage furniture, eco-friendly fabrics, hangers made from FSC-certified wood and reusable potato toques. It includes The store covers 100 percent of its electricity consumption with wind energy.
Reform and technological life
A reformed embrace of tech-led retail began in 2017, elevating the best of online and physical shopping. The goal, Borenstein says, is to eliminate the frustrations of shopping in traditional stores.
“With this model, we’re able to stay smarter about our in-store inventory and deliver what our customers want on a local level,” Borenstein said.
Most of Reform’s offerings are suited to Houston’s climate and sensibility, but the Reform team takes the local approach a step further in their new Houston store, stocking items like dresses, shorts, miniskirts and sleeveless tops.
It runs full-length screenplay brand videos, featuring models of all sizes in retro clothing. Size inclusivity is another priority for the brand, with clothing available in sizes Small to 3X and petite. The initiative started in 2017 and will continue to evolve.
“The difference in size is important to us in renovations,” says Borenstein. “Regardless of shape or size, we want everyone to look and feel their best in our clothing. We’ve launched full-size styles in select Reformation stores, and are focused on raising awareness of in-store size availability so consumers know what to expect going forward.”
The Renaissance style that needs no introduction is the much-loved (and imitated) dark suit. It is universally popular, flattering and suitable for many occasions. The Twilight Dress is made from Reformation’s Better Viscose, a breathable, rapidly renewable fiber sourced from sustainably managed forests for minimal environmental impact.
“The Twilight dress was a big hit with our customers,” says Borenstein. “It has a fitted bodice with a relaxed fit, so you get structure and comfort at the same time.
We’re starting to offer the silhouette in a variety of colors and prints, including our rich emerald colorway in Reef Houston.
For those who have any old Renovation pieces hanging around in their closets, the store is celebrating their reuse program at the Montrose Commons.
Bring in pre-loved resale items like shoes, jeans, sweaters, and activewear and receive Ref credit toward future purchases. Shoppers receive $25 off old shoes, $15 off denim, $10 off both sweaters and activewear.
Sustainably stylish and technically savvy, the revamped Houston boutique is trying to set a new standard for the next wave of shopping. Best part? You don’t have to jump across the pond or move to California to experience it.
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