Reformation Stock Rises in Opening Trades -- WSJ

By Suzanne Kapner

Shares of Reformation, the fast-growing womenswear retailer, were up about 1% in the opening minutes of their stock-market debut Thursday.

Shareholders, led by private-equity firm Permira, raised $210.9 million in an initial public offering Wednesday night. The offering priced at $15, at the lower end of its expected range.

Reformation launched in 2009 as a vintage clothing boutique in Los Angeles. It soon began designing and manufacturing its own sustainable apparel, which became its main focus. It gained a following in its early days for its dresses, which have been spotted on celebrities from Jennifer Aniston to Kendall Jenner. It has since expanded into categories including denim, footwear, handbags and swim.

The tech-savvy retailer has more than $500 million in annual sales.

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July 30, 2026 12:22 ET (16:22 GMT)