Reformation (NYSE:REF) Reaches New 1-Year Low – Time to Sell?

Reformation Inc. (NYSE:REF)’s share price reached a new 52-week low during trading on Wednesday . The stock traded as low as $13.18 and last traded at $13.35, with a volume of 365181 shares. The stock had previously closed at $14.48.

Reformation News Summary

Here are the key news stories impacting Reformation this week:

• Positive Sentiment: Reformation is opening a high-tech store at Toronto’s Eaton Centre, expanding its physical retail footprint into a prominent Canadian shopping destination. The location could improve brand visibility and support international sales growth. Internet-famous fashion brand opening high-tech new store in Toronto mall
• Positive Sentiment: Recent celebrity exposure is providing additional brand marketing: Pippa Middleton was seen wearing a Reformation dress at Wimbledon, highlighting continued consumer and media interest in the label. Pippa Middleton Reformation dress article
• Neutral Sentiment: Reformation will release second-quarter fiscal 2026 results after the market close on September 10 and hold a conference call at 5:00 p.m. ET. Investors are likely to focus on revenue growth, margins, store expansion and management’s outlook. Reformation second-quarter fiscal 2026 results announcement
• Neutral Sentiment: Zacks Research upgraded its view to “hold,” while Guggenheim, Robert W. Baird, Royal Bank of Canada, Telsey Advisory Group, JPMorgan and BTIG initiated research coverage. The broader analyst attention may improve visibility, but the absence of reported ratings or price targets limits the immediate directional signal.

Analyst Ratings Changes

Several brokerages recently weighed in on REF. Wall Street Zen upgraded shares of Reformation to a “hold” rating in a research report on Saturday, August 8th. JPMorgan Chase & Co. started coverage on shares of Reformation in a research report on Monday. They issued an “overweight” rating and a $21.00 target price for the company. William Blair assumed coverage on shares of Reformation in a research note on Monday. They issued an “outperform” rating on the stock. BTIG Research initiated coverage on Reformation in a report on Monday. They set a “buy” rating and a $20.00 price target on the stock. Finally, Zacks Research upgraded Reformation to a “hold” rating in a research report on Tuesday. Eight equities research analysts have rated the stock with a Buy rating and two have assigned a Hold rating to the company. Based on data from MarketBeat.com, the company currently has an average rating of “Moderate Buy” and a consensus price target of $19.25.

Reformation Stock Performance

Insider Activity

In other Reformation news, Director Yael Aflalo sold 1,204,029 shares of the business’s stock in a transaction dated Wednesday, July 29th. The shares were sold at an average price of $13.95, for a total transaction of $16,796,204.55. Following the sale, the director directly owned 11,725,803 shares in the company, valued at approximately $163,574,951.85. The trade was a 9.31% decrease in their position. The transaction was disclosed in a filing with the Securities & Exchange Commission, which can be accessed through this link. Also, major shareholder Scsp Refo sold 2,987,199 shares of the company’s stock in a transaction that occurred on Friday, July 31st. The stock was sold at an average price of $13.95, for a total transaction of $41,671,426.05. Following the completion of the sale, the insider directly owned 29,091,749 shares of the company’s stock, valued at approximately $405,829,898.55. This represents a 9.31% decrease in their ownership of the stock. The disclosure for this sale is available in the SEC filing.

About Reformation

Reformation Inc provide sustainable womenswear brand. Reformation Inc is based in LOS ANGELES.