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In order to adapt to the varying in-person and online preferences of today’s shoppers, Reformation has come up with an innovative way to merge a technology-forward shopping experience into their physical stores. Dubbed Retail X by the company, the concept sees stores offer both on-the-rack items and digital displays showcasing real time store inventory availability.Article content
“It definitely improves the experience, for sure,” Borenstein says of the seamless shopping experience. “And it’s also kind of that feeling of like magic, which is fun.” The site caters to collectors and fashion insiders who are eager to get their hands on covetable pieces like Jordan Brand sneakers andhandbags. The company started as a sneaker resale platform in 2016. It recently surpassed one million sellers and 6.5 million buyers, according to Makar.
In 2020, the company launched DropX, a direct-to-consumer product initiative that allows the selling platform to partner directly with brands and creators in order to release “exclusive products” to the site that shoppers can’t find anywhere else.