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Wednesday night, Yael Aflalo opened her second Reformation store in New York City. Like the original Lower East Side location, the boutique specializes in repurposed vintage with a sexy 1970s vibe. The look is similar, too: lots of white space, plants, and hand-made fixtures.
But while the LES shop is aimed at locals, the Soho store targets the neighborhood's international mix of shoppers with slightly pricier fare. Aflalo explains that they're viewing it as the flagship, while the Ludlow Street boutique is for insiders. Since the stores carry different merchandise, the idea is that real fans will shop at both.
· Surprise! The Reformation's New Ludlow Street Store Is Gigantic [Racked NY]
· The Reformation Is Bringing Refurbished Vintage to Soho [Racked NY]
· Reformation [Official Site[