Reformation, which went public in July 2026, implemented a new AI-backed planning tool designed to improve its ability to evaluate product performance and forecast demand. CEO Hali Borenstein announced the capability on an earnings call Thursday, noting that it strengthens in-stock rates and full-price selling. The tool is part of the brand's broader agile merchandising model, which includes weekly apparel drops and rapid trend response.
The AI planning capability arrives as Reformation reports strong Q3 results: net revenue grew 19% year over year to $173.6 million, active customers jumped 23.4% to 1.25 million, and the company raised full-year guidance to $610–$612 million. Analysts from William Blair highlighted that AI-enabled merchandising should enhance Reformation's ability to localize assortments and chase demand as it scales, reinforcing the company's advantage in reading and reacting to demand faster than traditional apparel peers.
For commerce practitioners, the deployment underscores how AI planning tools are becoming critical infrastructure for DTC-focused brands that rely on speed and inventory accuracy. Reformation's combination of weekly drops, fast trend identification, and now AI-driven demand forecasting exemplifies how smaller, agile players can compete with scale in a dynamic retail environment.