Reformation opens second Colorado boutique in Boulder

Boulder’s iconic Pearl Street Mall shopping district is set to welcome a new name in sustainable luxury when womenswear brand Reformation opens on June 30.

The new boutique, at 1142 Pearl St., is the brand’s second location in Colorado, following the 2025 launch of its store in the Cherry Creek Shopping Center in Denver. Reformation will be from 10 a.m. to 6 p.m. Monday through Saturday and 11 a.m. to 6 p.m. on Sundays.

The new storefront provides a destination for wardrobe essentials. The inventory is designed to bridge the gap between event-ready attire and everyday staples, featuring the brand’s signature vintage-inspired silhouettes, premium denim and versatile knitwear.

To keep the selection fresh, the store will rotate its apparel, shoes, and accessories weekly.

Beyond fashion, the Boulder location stands out for its integration of Retail X, the brand’s tech-driven retail concept that combines the convenience of online shopping with an in-person experience to streamline the customer journey.

Each item is displayed on the floor to simplify browsing, while strategically placed touchscreens and QR codes allow customers to build digital dressing rooms. Inside the dressing rooms, customers can use integrated technology to instantly request different sizes or styles, eliminating the need to leave the room mid-try-on.

Reformation’s commitment to sustainability is the cornerstone of its physical expansion. The Pearl Street location adheres to the brand’s green infrastructure standards, including offsetting 100% of the store’s electricity use through renewable energy.

The space features vintage furnishings, FSC-certified wood hangers and reusable deadstock totes. The brand also promotes a circular economy through its RefRecycling program, which allows customers to drop off used Reformation garments for credit toward future purchases.

Founded in 2009, Reformation has more than 1,300 employees and 60 locations worldwide.