Beta0% was sold under disclosed trading plans, 100% with no plan disclosed. The largest seller, Yael Aflalo (Director), sold $17.6M.Share-of-stake figures for this company are being verified and will be added when that check is finished. Why
A share of stake is shown for 0 of the 1 officer or director who sold. 9 are left out Disclosed company stock is not an insider's whole wealth.i
Left out: Yael Aflalo, Hali Borenstein, John Coyle, Ivan Tchakarov, Joshua Moore, Zipporah Allen, Brigitte Kleine, Steven Miller and Stacey Rauch (share of stake is being verified).
Officers and directors, past 12 months. Their share of stake is being verified and is not shown yet; amounts and trading plans are below.
Officers and directors, Oct 2025 to Oct 2026. Each sale is counted once: under a disclosed plan, else to cover taxes, else no plan disclosed.
No officer or director trades were reported for the past 30 days. The most recent before that:
| Who | Shares | Price | % of total stake | Total stake after | Trade date | Filed |
|---|---|---|---|---|---|---|
| Yael Aflalo Director | 60,298 | $13.95 | n/a | n/a | Sep 1, 2026 | Sep 3, 2026 |
SCSp Refo sold $43.8M in the past 12 months. Large shareholders and the funds or companies that board members represent are not part of management, so they are left out of the figures above.
No. Hali Borenstein reported no open-market sales in the past 12 months.
Filings rarely give a reason, and we don't guess at one. What they show is how the sales were made: 0% of sales by value ran under 10b5-1 trading plans disclosed in the filings and 100% had no disclosed plan. A trading plan schedules sales in advance.
No. Officers and directors reported no purchases in the past 12 months.
| Who sold | Amount | % of holdings | Trading plan |
|---|---|---|---|
| Yael Aflalo Director | $17.6M 1.26M shares | Not confirmedshare of stake is being verified. Why | No plan disclosed |
Outside holder, reported separately: SCSp Refo (a 10% owner, not part of management). Sold $43.8M (3.14M shares) from Jul 31, 2026 to Sep 1, 2026. Latest filing
Vested shares across all share classes, held directly and through trusts, LLCs and family members, as reported on SEC Forms 3, 4 and 5. Unvested awards and options are never counted as owned shares.
| Insider | Held Oct 16, 2025 | Sold | Held Oct 16, 2026 | Still held | ||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
Yael Aflalo!Holdings and share of stake are being verified. Share-of-stake figures and holdings for this company are held back while they are verified. Sales and other transactions for Yael Aflalo are complete. Director | n/a | −1.26M | n/a | n/a | ||||||||||||
Vesting, gifts, unvested awards and holding lines for Yael AflaloHoldings and share of stake are being verified. Sales, proceeds, plan and tax status and dates for Yael Aflalo are complete; balances and unit counts will be added when the check is finished. 0gifted (net of own trusts) | ||||||||||||||||
Hali Borenstein!Holdings and share of stake are being verified. Share-of-stake figures and holdings for this company are held back while they are verified. Sales and other transactions for Hali Borenstein are complete. CEO and President, Director | n/a | 0 | n/a | n/a | ||||||||||||
Vesting, gifts, unvested awards and holding lines for Hali BorensteinHoldings and share of stake are being verified. Sales, proceeds, plan and tax status and dates for Hali Borenstein are complete; balances and unit counts will be added when the check is finished. 0gifted (net of own trusts) Stock options (not counted as shares):
Estimate: options held × ($13.95 − strike price), using the most recent insider trade price on Form 4 (Sep 1, 2026), not a market close. | ||||||||||||||||
John Coyle!Holdings and share of stake are being verified. Share-of-stake figures and holdings for this company are held back while they are verified. Sales and other transactions for John Coyle are complete. Director | n/a | 0 | n/a | n/a | ||||||||||||
Vesting, gifts, unvested awards and holding lines for John CoyleHoldings and share of stake are being verified. Sales, proceeds, plan and tax status and dates for John Coyle are complete; balances and unit counts will be added when the check is finished. 0gifted (net of own trusts) | ||||||||||||||||
Ivan Tchakarov!Holdings and share of stake are being verified. Share-of-stake figures and holdings for this company are held back while they are verified. Sales and other transactions for Ivan Tchakarov are complete. Chief Operating Officer | n/a | 0 | n/a | n/a | ||||||||||||
Vesting, gifts, unvested awards and holding lines for Ivan TchakarovHoldings and share of stake are being verified. Sales, proceeds, plan and tax status and dates for Ivan Tchakarov are complete; balances and unit counts will be added when the check is finished. 0gifted (net of own trusts) Stock options (not counted as shares):
Estimate: options held × ($13.95 − strike price), using the most recent insider trade price on Form 4 (Sep 1, 2026), not a market close. | ||||||||||||||||
Joshua Moore!Holdings and share of stake are being verified. Share-of-stake figures and holdings for this company are held back while they are verified. Sales and other transactions for Joshua Moore are complete. Chief Financial Officer | n/a | 0 | n/a | n/a | ||||||||||||
Vesting, gifts, unvested awards and holding lines for Joshua MooreHoldings and share of stake are being verified. Sales, proceeds, plan and tax status and dates for Joshua Moore are complete; balances and unit counts will be added when the check is finished. 0gifted (net of own trusts) Stock options (not counted as shares):
Estimate: options held × ($13.95 − strike price), using the most recent insider trade price on Form 4 (Sep 1, 2026), not a market close. | ||||||||||||||||
Zipporah Allen!Holdings and share of stake are being verified. Share-of-stake figures and holdings for this company are held back while they are verified. Sales and other transactions for Zipporah Allen are complete. Director | n/a | 0 | n/a | n/a | ||||||||||||
Vesting, gifts, unvested awards and holding lines for Zipporah AllenHoldings and share of stake are being verified. Sales, proceeds, plan and tax status and dates for Zipporah Allen are complete; balances and unit counts will be added when the check is finished. 0gifted (net of own trusts) Stock options (not counted as shares):
Estimate: options held × ($13.95 − strike price), using the most recent insider trade price on Form 4 (Sep 1, 2026), not a market close. | ||||||||||||||||
Brigitte Kleine!Holdings and share of stake are being verified. Share-of-stake figures and holdings for this company are held back while they are verified. Sales and other transactions for Brigitte Kleine are complete. Director | n/a | 0 | n/a | n/a | ||||||||||||
Vesting, gifts, unvested awards and holding lines for Brigitte KleineHoldings and share of stake are being verified. Sales, proceeds, plan and tax status and dates for Brigitte Kleine are complete; balances and unit counts will be added when the check is finished. 0gifted (net of own trusts) Stock options (not counted as shares):
Estimate: options held × ($13.95 − strike price), using the most recent insider trade price on Form 4 (Sep 1, 2026), not a market close. | ||||||||||||||||
Steven Miller!Holdings and share of stake are being verified. Share-of-stake figures and holdings for this company are held back while they are verified. Sales and other transactions for Steven Miller are complete. Director | n/a | 0 | n/a | n/a | ||||||||||||
Vesting, gifts, unvested awards and holding lines for Steven MillerHoldings and share of stake are being verified. Sales, proceeds, plan and tax status and dates for Steven Miller are complete; balances and unit counts will be added when the check is finished. 0gifted (net of own trusts) | ||||||||||||||||
Stacey Rauch!Holdings and share of stake are being verified. Share-of-stake figures and holdings for this company are held back while they are verified. Sales and other transactions for Stacey Rauch are complete. Director | n/a | 0 | n/a | n/a | ||||||||||||
Vesting, gifts, unvested awards and holding lines for Stacey RauchHoldings and share of stake are being verified. Sales, proceeds, plan and tax status and dates for Stacey Rauch are complete; balances and unit counts will be added when the check is finished. 0gifted (net of own trusts) | ||||||||||||||||
Holdings and share of stake for Reformation Inc. are being verified, so no balances, unit counts or percentages are shown. Sales, proceeds, plan and tax status, titles and dates come straight from individual filings.
Officer and director open-market sales: $17.6M across 1,264,327 shares. Plan status and stated purpose are separate questions, and a sale can have both.
Sales with no 10b5-1 plan and no tax reference in the filing. $17.6M of it is Yael Aflalo. No plan disclosed is a statement about the filing, not about why the sale happened. Largest such sale: Yael Aflalo, Jul 29, 2026
| Seller | Shares sold | Proceeds | Under a disclosed plan | Share of total | Sales dates |
|---|---|---|---|---|---|
| Yael Aflalo Director | 1.26M | $17.6M | 0% | 100% | Jul 29, 2026 to Sep 1, 2026 |
| Month | Sale proceeds | Disclosed plan | To cover taxes | No plan disclosed |
|---|---|---|---|---|
| Oct 2025 | $0 | $0 | $0 | $0 |
| Nov 2025 | $0 | $0 | $0 | $0 |
| Dec 2025 | $0 | $0 | $0 | $0 |
| Jan 2026 | $0 | $0 | $0 | $0 |
| Feb 2026 | $0 | $0 | $0 | $0 |
| Mar 2026 | $0 | $0 | $0 | $0 |
| Apr 2026 | $0 | $0 | $0 | $0 |
| May 2026 | $0 | $0 | $0 | $0 |
| Jun 2026 | $0 | $0 | $0 | $0 |
| Jul 2026 | $16.8M | $0 | $0 | $16.8M |
| Aug 2026 | $0 | $0 | $0 | $0 |
| Sep 2026 | $841K | $0 | $0 | $841K |
| Oct 2026 | $0 | $0 | $0 | $0 |
Holdings and share of stake are being verified. Balances, unit counts and every share-of-stake figure for Reformation Inc. are held back until that check is finished. Sales, proceeds, plan and tax status, titles and dates come straight from individual filings and are complete.
External context: we only cite outside events when a documented connection exists. None is shown for this period.
All 27 Forms 3, 4 and 5 on record for Reformation Inc. (SEC CIK 1787117), filed from Jul 29, 2026 to Oct 9, 2026; 27 of them were filed in the 12 months this page covers, retrieved from SEC EDGAR on Oct 16, 2026. Prices are the ones reported in each filing, often weighted averages.
Holdings. Each holding line (a share class plus an owner, such as a trust or LLC) carries its last reported balance forward. Entities first reported during the period start at zero, so transfers between an insider's own trusts don't count as selling. Lines not reported for three years or more are listed separately and left out of totals.
Sales. A sale counts as under a 10b5-1 plan if its footnote cites one or the filing's Rule 10b5-1 box is checked, and as tax-related if its footnote cites tax obligations or sell-to-cover. Shares withheld by the company for taxes are listed separately. Sales with neither attribute are labeled "no plan disclosed".
| Name | Last filed | Last reported balance |
|---|---|---|
| Shreya Kadaba | No balance on record |
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