Reformation opens – Reformation has opened two new Chicago locations—one in Lake View at 3452 Southport Ave. and another in Fulton Market at 833 W. Randolph St.—expanding from its Streeterville store. The retailer’s new shops bring its “Retail X” concept to Chicago and target a d
On a stretch of Southport Avenue that has been turning over shop windows at a quick pace, Reformation has quietly moved in—ready to meet a new wave of customers in Lake View.
The women’s fashion brand, built largely around Gen Z and millennials, opened its new store at 3452 Southport Ave. in Lake View. Around 12 miles away, in Fulton Market, Reformation also opened at 833 W. Randolph St., adding a second location to its growing Chicago footprint.
Until now, Reformation’s only Chicago store was in Streeterville, which opened in 2019 at 56 E. Walton St. The company also opened an Oak Brook store in 2022.
Reformation positions itself as a sustainable fashion label. Its stores sell accessories and clothing priced from $38 for a basic tank top to $398 for a silk dress. The new Southport Avenue location, which previously housed footwear brand Dr. Martens, was designed “with a multi-generational appeal in mind,” with a focus on “occasion dressing,” according to a news release. The Fulton Market store replaces an Allbirds, with merchandise aimed at a “desk-to-dinner lifestyle.”.
Both new shops lean into the brand’s tech-focused concept called Retail X, first launched in 2017. The layout includes one of each item on the shop floor. Touchscreens and QR codes are displayed so customers can request their size to be added into a dressing room. Each fitting room also includes a touchscreen that lets shoppers request additional items and sizes.
Behind the storefront updates, the expansion lands in neighborhoods city data show are attracting new businesses. Reformation’s Chicago stores sit in community areas with some of the highest counts of new business licenses. according to city data compiled by Crosstown LA. Between Jan. 1. 2020 and May 18. 2026. the Near North Side—which includes Streeterville—had the third highest number of licenses for retail. personal care and general services out of Chicago’s 77 community areas. The Near West Side—which includes Fulton Market—had the fourth highest, and Lake View had the sixth highest.
The company’s growth story runs deeper than any single neighborhood. Founded in 2009 and based in Vernon, California, Reformation began with one store that re-tailored vintage clothing and expanded online in 2013. Today, the brand has 58 stores in the United States and 10 internationally.
Reformation says its business practices are “eco-friendly” and releases an annual sustainability report. The brand’s products have been deemed climate neutral since 2015. and the business has been Climate Neutral Certified since 2021. according to a news release. Customers are also encouraged to recycle their used Reformation pieces through the company’s recycling program. which offers credit toward future purchases.
Reformation Chicago retail Lake View Fulton Market Streeterville Retail X sustainable fashion Gen Z millennials Climate Neutral Certified Dr. Martens Allbirds