Reformation grew Q2 net revenue 24.1% to $155.2m with gross margin up 230bps to 66.7% and net income up 79.4% to $12.4m — the one quarter in its first post-IPO filing untouched by the tariff refund and pre-IPO dividend recap that distort its half-year results.
The first quarter Reformation reported as a public company was also its cleanest
Reformation (NYSE: REF), the Los Angeles–based sustainable-fashion brand, reported net revenue of $155.2 million for its 13-week second quarter ended June 27, 2026, up 24.1% year over year, with gross margin expanding 230 basis points to 66.7% and net income up 79.4% to $12.4 million. The company listed on the NYSE on July 31, 2026 — a month after this quarter closed — so the 10-Q filed September 11 is its first as a public reporting company, and it covers a period in which Reformation was still owned by private-equity firm Permira and was loading up debt to pay itself a dividend.
Two things make the quarter worth reading carefully. First, the June quarter's margin gain is real and unsubsidized, unlike the first quarter's. Second, almost everything that made the first half look ugly on a GAAP basis — a near-zero half-year profit, a leveraged dividend, a giant stock-compensation charge — is now behind the company, which means the Q2 run-rate is the more honest starting point for what REF looks like from here.
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+230 bps
Income from operations
$19.0m
$12.6m
+51.1%
Operating margin
12.3%
10.1%
+220 bps
Net income
$12.4m
$6.9m
+79.4%
Net margin
8.0%
5.5%
+250 bps
Diluted EPS
$0.23
$0.13
+76.9%
Adjusted EBITDA
$25.4m
$16.5m
+53.9%
Adjusted EBITDA margin
16.4%
13.2%
+320 bps
Store count (end of period)
70
53
+17 stores (+32.1%)
Active Customers (rolling 12m)
1,204,000
980,000
+22.9%
DTC net revenue per customer
$417
$423
−1.4%
Gross margin is gross profit as a share of revenue — what's left of each sales dollar after the cost of making and buying the clothes. Operating margin is what's left after running the business (stores, marketing, corporate payroll) but before interest and tax. Adjusted EBITDA is the company's own profit measure that strips out interest, tax, depreciation, stock compensation and items it calls one-off; management and the board use it to judge performance, and the credit agreement's leverage covenant is measured against it.
Growth is coming from more customers, not bigger baskets
Revenue growth split as follows:
Channel
Q2 2026
Q2 2025
YoY Change
Share of Q2 2026 revenue
Direct-to-consumer (own website + own stores)
$135.3m
$111.7m
+21.2%
87.2%
Wholesale and other
$19.9m
$13.4m
+48.7%
12.8%
Total
$155.2m
$125.1m
+24.1%
100.0%
The direct channel's 21.2% gain decomposes almost entirely into customer count: Active Customers (unique buyers in the trailing 12 months) rose 22.9% to 1.204 million, while revenue per customer fell 1.4% to $417. Management's explanation is the ordinary arithmetic of fast customer acquisition — "DTC Net Revenue per Customer declined primarily as a result of the increase in newly acquired customers that typically enter the brand at initially lower spend levels."
That framing is plausible but not verifiable from this filing, and it is the number to watch. Reformation is running a volume-led growth model: 17 net new stores in twelve months (70 at quarter-end, of which 67 are full-price and three are outlets; six opened in the first half with zero closures) plus marketing spend up 28.8% to $14.5 million, or 9.3% of revenue versus 9.0% a year ago. If per-customer spend keeps slipping while the store and marketing base grows, the model depends on newer cohorts maturing into higher spend — which the company asserts happens but does not quantify here. A second consecutive quarter of declining revenue per customer alongside decelerating customer growth would be the signal that acquisition is getting less productive rather than merely younger.
Wholesale — selling to department stores and third-party online retailers — grew 48.7% off a small base, attributed simply to "increased demand from our existing wholesale partners." International (non-US) revenue reached $31.2 million, up 36.8% and now 20.1% of the total versus 18.3% a year ago; the company sells directly in the UK, Canada and France.
The margin story: Q2's expansion is clean, the half-year's is not
This is the distinction most likely to be lost in a headline. Reformation's first-half gross margin of 68.2% (versus 62.7%) looks spectacular, but 381 basis points of that 550-basis-point gain came from a refund of tariffs paid under the International Emergency Economic Powers Act (IEEPA) on imported goods — and those refunds relate to merchandise sold in fiscal 2025, not 2026. In total, $12.3 million was credited against cost of goods sold in the first half, $10.2 million of it recognized in the March quarter and tied to prior-year sales. It is a genuine cash recovery ($10.9 million was still a receivable at quarter-end and was collected in July), but it is a windfall from a policy reversal, not operating performance.
The June quarter contains none of it: "for the 13 weeks ended June 27, 2026, no amount was recognized for refunds submitted for IEEPA tariffs." So Q2's 66.7% gross margin, up 230 basis points, is the underlying figure. Management attributes it to "lower average tariff rates and higher average unit retail, partially offset by accelerated growth in the wholesale channel."
Two of those three drivers deserve unpacking:
Higher average unit retail (AUR) — the average price actually realized per item sold — means Reformation is discounting less or selling a richer mix, not just selling more units. For an apparel brand, that is the healthier way to gain margin, because it is not bought with volume.
Wholesale mix is a drag, and it was the fastest-growing channel. Selling to department stores carries a lower margin than selling direct. Wholesale grew more than twice as fast as DTC this quarter and still the margin rose 230 basis points — meaning the tariff and full-price-selling benefits more than covered a mix headwind that was working against them. Flip that around, though, and it is also the risk: if tariff rates move back up, wholesale's growing share becomes a visible margin drag rather than an absorbed one. Management says only that it is "diversifying our supply chain, engaging in cost-sharing discussions with our vendors, optimizing our product import logistics, and selectively adjusting product pricing," and that these "may not yield the intended results."
Operating expenses grew 24.2%, almost exactly in line with revenue, holding at 54.4% of sales in both years. Within that, SG&A improved 30 basis points to 45.1% of revenue on "leverage on payroll expense and the lapping of costs associated with the relocation of our LA distribution center" — i.e. a prior-year cost that simply didn't repeat. The operating leverage in the quarter is therefore mostly gross-margin-driven, not expense-driven.
One quality-of-earnings caveat: of the $7.8 million increase in pre-tax profit, roughly $1.6 million came from below the operating line — $1.1 million more "other income" (insurance proceeds and foreign-exchange gains, neither recurring) and $0.5 million less interest expense. That is about a fifth of the pre-tax improvement, and it does not represent trading performance.
The pre-IPO leveraged dividend, and what the IPO undid
The half-year GAAP numbers are distorted by two owner-driven transactions that a reader will otherwise find inexplicable — first-half net income of $0.26 million on $267.5 million of revenue, down from $1.36 million a year earlier, despite first-half Adjusted EBITDA more than doubling to $41.3 million.
Stock-compensation modification ($23.8 million, Q1). On March 27, 2026, the board stripped the non-service conditions off all outstanding performance-based options, which had been tied to Permira hitting a return multiple of 175%–250% on invested capital. Because that condition had previously been judged unachievable absent a sale or IPO, no expense had ever been booked for those options. Removing the condition converted them into ordinary time-vesting awards, requiring the whole modification-date fair value ($25.3 million) to be recognized — and because most were already vested, $23.8 million hit the March quarter at once. It is non-cash and it is over; Q2 stock compensation was just $1.8 million.
Dividend recapitalization ($89.7 million, June). On June 17, 2026, six weeks before listing, Reformation amended its credit agreement to add $52.0 million of term loan plus a $40.0 million delayed-draw facility (drawn same day), pushed maturity out to June 2031, and reduced scheduled amortization. It then declared a $1.63-per-share dividend, paying $60.6 million within the quarter and $29.1 million just after (carried at quarter-end as a "recapitalization dividend payable"). Term debt went from $158.8 million at year-end to $246.7 million. Retained earnings fell from $82.5 million to $1.3 million. This is a textbook sponsor dividend recap: the pre-IPO owners were paid with borrowed money, and the incoming public shareholders inherited the balance sheet.
The IPO then partly reversed it. On July 31 the company sold 9,478,821 new shares at $15.00 (selling stockholders sold a further 4.58 million, plus 229,546 in a partial greenshoe on September 1, from which Reformation received nothing), netting $132.2 million after the $10.0 million underwriting discount. In August it repaid $110.0 million of the term loan and spent $8.5 million buying back stock and options from existing holders and employees. Term debt should therefore sit near $137 million now — below where it started the year, but the round trip cost the company roughly $3.3 million in amendment fees and leaves it having paid interest on $246.7 million for part of the summer.
Takeaway: Strip out the two owner-driven distortions and the tariff windfall, and Q2 is the only clean quarter in this filing — 24.1% revenue growth on 66.7% gross margin with operating expenses flat as a share of sales, producing a 12.3% operating margin against 10.1%. That is a genuinely improved earnings profile. But the $0.23 diluted EPS was earned on a pre-IPO diluted share count of 52.9 million; 59.1 million shares were outstanding as of September 8 before option and RSU dilution. Spread the same $12.4 million of profit over a post-IPO diluted count of roughly 62 million and it is about $0.20 — some 15% less per share (my arithmetic, not the company's), before crediting the lower interest bill the IPO proceeds bought.
Cash, inventory and the balance sheet
Balance-sheet item
Jun 27, 2026
Dec 27, 2025
Change
Cash and cash equivalents
$76.6m
$65.5m
+$11.2m
Inventories
$81.8m
$60.6m
+34.8%
Net working capital
$77.1m
$54.8m
+$22.3m
Term loan outstanding
$246.7m
$158.8m
+$87.9m
Total stockholders' equity
$376.7m
$440.8m
−$64.1m
Inventory up 34.8% since year-end against first-half revenue growth of 26.7% is worth flagging, though the comparison is imperfect: this is a June-versus-December balance for a company that says it sells more in spring and summer than in winter, and that is opening stores at a 30%-plus annual rate — 70 stores need more stock on shelves than 53 did. The filing offers no commentary on the build. If the August promotional event clears it at decent prices, it was a build for growth; if Q3 gross margin drops despite the tariff tailwind, it was over-buying. The company's own gross-margin commentary about "higher average unit retail" and "strong full-price selling" argues, for now, that it is the former.
Operating cash flow for the half was effectively zero — $26 thousand, against negative $14.2 million a year earlier. That figure looks alarming and mostly isn't: net income of $0.3 million plus $44.4 million of non-cash charges (including $24.4 million of stock compensation, $8.4 million of depreciation) was offset by $44.6 million of working-capital outflow, chiefly the inventory build. Capital spending fell to $13.2 million from $21.1 million, the prior year having included the distribution-centre relocation. The balance-sheet equity decline is dividend arithmetic, not losses. Reformation was in compliance with its covenants — minimum fixed-charge coverage of 1.25x and maximum leverage of 3.50x Adjusted EBITDA — at quarter-end, and had $26.4 million available on its $30 million revolver.
Goodwill and the Reformation trade name together account for $518.5 million of the $1.005 billion balance sheet, both carried unchanged. They are legacies of the 2019 buyout, and they are why total assets look large relative to a business with $81.8 million of inventory and $89.2 million of property.
What to watch next
Reformation gave no financial guidance in the 10-Q, which is normal for a first filing weeks after an IPO. What the filing does tell you about the shape of the year:
Seasonality runs against the usual retail pattern. Management states its business "does not exhibit the same seasonal patterns as traditional retailers," with revenue peaking in spring and summer rather than at Christmas, and that "the third fiscal quarter typically sees a moderate increase in net revenue relative to the second fiscal quarter, given the timing of one of our twice-yearly promotional events beginning in August." So expect Q3 revenue above Q2's $155.2 million — but that promotional event is also a margin event, and Q3 gross margin should be read against Q2's 66.7% with that in mind.
Interest expense drops sharply from Q3. Q2 carried $3.5 million of interest on debt that peaked at $246.7 million. After the August repayment, on term SOFR plus 3.75%, quarterly interest should fall by roughly $2 million, worth on the order of $0.02 per share after tax at the 27.5% quarterly rate. That partly offsets the IPO share issuance.
New-grant stock compensation resumes. The July 29 grants under the 2026 Omnibus Incentive Plan — about 0.8 million options, 2.7 million RSUs, and a 300,000-share performance award for CEO Hali Borenstein vesting on share-price targets of 1.75x to 3.0x the $15.00 IPO price — will push the Q2 run-rate of $1.8 million of stock compensation materially higher from Q3. That is GAAP expense, excluded from Adjusted EBITDA, so the gap between the two profit measures will widen again.
Tariffs are the single largest swing factor on margin. The first half's reported gross margin was flattered by 381 basis points of refunds on 2025 sales that will not repeat, and Q2's underlying improvement itself rests partly on "lower average tariff rates." Reformation imports essentially all of its product. A renewed tariff increase hits cost of goods sold with only pricing and vendor negotiation to absorb it.
My read: the operating business is performing better than the headline half-year profit suggests, and the June quarter — 24.1% growth, 66.7% gross margin, 12.3% operating margin, no tariff credit — is the number to anchor on. The principal uncertainty is not profitability but the durability of the customer-acquisition engine: growth is currently 23% more customers spending 1.4% less each, supported by a store base expanding faster than revenue. That works while new-cohort spend matures as claimed. The second thing to check in Q3 is whether the inventory build clears at full price. On a post-IPO share count and a repaired balance sheet, this is a mid-20s-growth apparel brand at genuine profitability — but one whose margin structure currently owes something to a tariff environment it does not control.