Reformation Opens Pop-Up at Holt Renfrew in Calgary to Test the Market


Share post:

Innovative eco-friendly US-based women’s fashion brand Reformation has opened a 500 square foot pop-up location at Holt Renfrew in Calgary. The retail space is intended to test the waters in the Calgary market after entering Canada before the pandemic with its first permanent store. 

The pop-up is located on the second floor of the Calgary Holt Renfrew store, in an area containing other contemporary brands. It’s the first time that Reformation has opened a pop-up location in Canada. The Calgary pop-up is eco-friendly with Reformation offsetting 100% of the electricity used during the pop-up with wind energy, according to the company. 

The Calgary Holt Renfrew store recently renewed its lease in the city’s downtown core, and is one of the key anchors of the CORE shopping complex that spans several city blocks. The second floor of Holts is also home to a women’s designer department that houses some of the world’s top brands, such as Akris, Brunello Cucinelli, Chloé, Dolce & Gabbana, Moncler, and others. The store’s main floor houses concessions for Chanel, Hermes, Tiffany & Co., Loro Piana and this fall, Gucci will open a large ‘world of’ space at the centre of it all. 

Reformation pop-up at Holt Renfrew Calgary. Photo supplied
Reformation pop-up at Holt Renfrew Calgary. Photo supplied

Reformation opened its first Canadian store in the summer of 2019 at Toronto’s Yorkdale Shopping Centre. In late 2022, a second location opened on Yorkville Avenue in Toronto. The 87 Yorkville Avenue store features Retail X “magic wardrobes” dressing rooms. Touchscreen monitors allow customers to digitally choose the styles they’d like to try on while shopping. The consumer’s selections will then populate into one of the store’s dressing rooms.

Reformation, known for its sustainability focus, is also known for being a “cool girl” clothing company (as stated in Allure). Reformation has become popular amongst celebrities such as RihannaTaylor Swift, and model Karlie Kloss and the celebrity endorsements have reportedly led to the brand seeing strong sales exceeding $100 million annually. The company says that its goal is to create designs that are ‘sexy, edgy and feminine’, utilizing sustainable methods and materials. 

Reformation began by selling vintage clothing out of a small Los Angeles storefront in 2009. The brand quickly expanded into making its ‘own stuff’, with a focus on sustainability. In 2019 Reformation announced that it had sold a majority stake to Permira Funds, a private equity firm known for investing in labels such as Valentino and Proenza Schouler.

Craig Patterson
Craig Patterson
Located in Toronto, Craig is the Publisher & CEO of Retail Insider Media Ltd. He is also a retail analyst and consultant, Advisor at the University of Alberta School Centre for Cities and Communities in Edmonton, former lawyer and a public speaker. He has studied the Canadian retail landscape for over 25 years and he holds Bachelor of Commerce and Bachelor of Laws Degrees.


Please enter your comment!
Please enter your name here

More From The Author



Subscribe to the Newsletter


* indicates required

Related articles

Iconic Flo’s Diner in Toronto’s Yorkville Forced to Close After 33 Years Amid Landlord Dispute 

Retail Insider interviewed Flo’s co-owner who discusses the “heart wrenching” situation where he is being forced to close his business that began on Bellair Street in 1991.

Anatomy of a Leader: Teresa Spinelli, Owner of Alberta-Based Italian Centre Shop Ltd.

Spinelli discusses her leadership of the popular retailer which has expanded over the years, describing how she struggled to run the company at first and grew to love it.

Upscale Canadian Fashion Brand SMYTHE Expands with New Standalone Calgary Store [Interview/Photos]

It's the second store location for the Toronto-based brand, which is seeing success with its exclusive womenswear collections.

Toronto’s CF Sherway Gardens Hits Sales Milestone with Exciting Retail Growth and Future Plans [Interview]

The shopping centre is adding new retailers as sales per square foot hit an all-time high, with plans to re-tenant Nordstorm as foot traffic grows following Eataly's opening in the mall a few months ago.

ECS Coffee Opens Canada’s Largest Coffee and Espresso Equipment Gear Showroom and Retail Space in Toronto [Interview]

The new Etobicoke location is unique to Canada if not North America, according to its founder, with coffee roasting, equipment showroom, over 500 varieties of coffee, Youtube studio and various in-store experiences. He has plans to expand the concept nationally.

New Loblaws City Market Opens in Vancouver’s ‘The Post’ Building, Adding Grocery Competition to the Downtown Core [Podcast]

Craig and Lee discuss the opening of a new Loblaws City Market in downtown Vancouver's renovated Post building, and they explore its potential impact on local grocery shopping.

Loblaw Announces $2 Billion Investment in Canada for 2024 with Dozens of New Stores and 7,500 New Jobs [Expert Comment]

The retail behemoth will be growing substantially this year, following backlash over profits as inflation continues to impact Canadians.

Dubai-Based Asian Street Food Concept ‘Wok Boyz’ Expands into Canada with Plans for Multiple Locations [Interview]

The company's founder says the popular concept, with personalized meals, has an opportunity to grow substantially with its high-quality ingredients and theatrical flare, complete with fiery customer-facing woks.

Calgary Surge Basketball Team Launches Innovative Pop-Up at CF Chinook Centre to Boost Community Engagement [Interview]

The retail activation, which opened this month, is resulting in heavier foot traffic in a quieter part of the mall.

Upscale Pusateri’s Fine Foods to Close Yorkville Grocery Store in Toronto After 20 Years

The 5,500 square foot store opened to much fanfare in 2003, with valet parking, private chefs and pricey goods. 

Loblaw and Walmart Could be Forced to Adhere to Grocery Code of Conduct with Legislation [Op-Ed]

Sylvain Charlebois says that it's rare for all of Canada's political parties to agree, signalling a shift that could force grocers to comply amid record inflation.

Factory Direct to Shut All 14 Stores Amid Bankruptcy, Liquidation to Begin Saturday

The company, founded in 1995, is one of Canada’s largest privately owned discount retailers which struggled with declining sales and increasing costs following the pandemic.