Can Reformation Succeed as a Public Company?

Reformation’s IPO push bets on sustainable fashion, but can the womenswear brand continue to grow and deliver on environmental promises?

Fast-growing womenswear maker Reformation will be the next big test of whether a brand pitching sustainability can win over a wider audience and deliver on environmental promises.

The company, started in 2009 as a vintage boutique in Los Angeles, doubled sales over the past four years, with revenue topping $300 million. Majority owned by private equity firm Permira, Reformation touts its green cred with offerings such as $200 pants made from eucalyptus trees. The company says it’s profitable and is now eying an initial public offering.

“Reformation has an opportunity to actually pave the way for fashion businesses,” said Reformation Chief Executive Officer Hali Borenstein. “You can be a profitable business; you can make investors money; and you can actually have a conscience while doing it.”

The company declined to give timing on when it might sell shares to the public, but said it was confident about delivering value for stakeholders through a transaction such as an IPO.

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[JimJones-gdjy]

Women keep spending that money buying shet ! Helps the economy