Sustainable fashion brand Reformation opened its third DFW-area store at Southlake Town Square on Aug. 11, bringing a 2,000-square-foot boutique to 213 Grand Ave. E that replaces the traditional retail floor with a tech-driven showroom model.

The store is the brand's 73rd location worldwide.

Instead of racks packed with inventory, only one piece of each style hangs in the showroom.

Taylor said personalizing the shopping experience is a central focus for the brand, which has fewer than 100 stores total.

"The employee training includes lessons on how to live sustainably both at work and at home," Taylor said. Staff unplug electronics when they leave for the night to cut energy use.

Reformation began by reworking vintage clothing before manufacturing its own lines and still prioritizes circularity through recycled materials. The company publishes an annual sustainability report tracking metrics including reductions in product carbon intensity.

The brand targets a younger audience drawn to current trends but also stocks formal dresses and gowns, positioning the Southlake store alongside other recent arrivals at the 130-acre mixed-use center.

The Southlake location joins Reformation's Henderson and NorthPark stores in Dallas as the brand's DFW footprint, according to the company's store directory.

A grand opening celebration is scheduled for Saturday, Aug. 22, from noon to 2 p.m. at 213 Grand Ave. E in Southlake Town Square.