Its proposition is a unique blend of fashionability and sustainability so it is able to attract shoppers that are trying to purchase more sustainably and those who are not."The company is now expanding its overseas presence, helped by funds provided by private equity group Permira, which bought a majority stake earlier this year. Yael is said to retain a significant stake of an undisclosed size.Reformation's first outside funding came in 2015, with $12m from investors including model and entrepreneur Karlie Kloss. Two years later it received $25m from a number of other investors."We are focused on looking at all the major cities in Europe," says Yael. "The goal is to have 75 stores in the next three to five years."It is all part of her mission to "bring sustainable fashion to everyone". But that comes at a price - from £16 for a thong to £405 for a leather blazer.