Reformation is deepening its European footprint with the opening of its first Paris flagship in Le Marais , a launch that CEO Hali Borenstein describes as a major milestone in the brand’s global retail expansion and a test of how an L.A. label can speak fluently to Parisian taste.
Located at 20 Rue des Francs-Bourgeois , opposite the Courrèges boutique, the store is Reformation’s first location in France and on mainland Europe. Ref Le Marais: first French flagship The Marais flagship opened on a
Thursday in early November, in one of Paris’s densest fashion districts and a frequent launchpad for international brands entering the French market. The two level boutique occupies a historic building on Rue des Francs-Bourgeois , a street known for its mix of heritage façades and contemporary fashion tenants.
This Paris opening follows years of international build out, including Reformation’s first European store in London’s Notting Hill in 2019 and additional UK locations, as well as Canadian flagships like Toronto Yorkville .
By late 2025, the brand expected to operate around 63–65 boutiques across the U.S., UK, Canada and now France. “Put your best foot forward” in Paris Speaking to WWD , CEO Hali Borenstein framed the Paris launch as a moment to be especially intentional.
“When you enter a new market, it’s really making sure you put your best foot forward. In Paris in particular, there’s much more of an appreciation for aesthetics and trying to position yourself the right way…
