Reformation (REF) stock: insider trades, news & valuation
Consumer Discretionary · Net sellingShare price and insider trades
Reformation insider trading at a glance (Oct 9, 2026): in the past 12 months, 2 insiders bought $3.1M and 3 sold $61.4M of REF stock on the open market; P/E 68.3 vs. a sector median of 19.1.
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REF insider buying and selling by quarter
Open-market purchases (green, above the line) and sales (red, below), by trade date.
| Quarter | Bought | Purchases | Sold | Sales |
|---|---|---|---|---|
| Q4 2026 | — | 0 | — | 0 |
| Q3 2026 | $3.1M | 3 | $61.4M | 4 |
Valuation, profit and volume
Pick score 52/100Summary
Over the past 12 months, 2 Reformation Inc. insiders reported open-market purchases totaling $3.1M, while 3 insiders reported sales totaling $61.4M. 0 of 4 recorded sales were made under pre-scheduled Rule 10b5-1 trading plans, which are usually less informative than discretionary sales.
REF stock news and SEC filings
Recent 8-K filings and headlines. Tone is scored from the headline wording; “Policy” marks regulatory, trade or government topics.
Insider transactions
Open-market purchases and sales.
| Filed | Insider | Type | Shares | Price | Value | Since | Score |
|---|---|---|---|---|---|---|---|
| Oct 9 NewSEC | John Joseph CoyleDirector | Buy | 200,000266,313 held (+302%) | $15.00 | $3.0M | -8.9% | — |
| Oct 9 NewSEC | Zipporah AllenDirector | Buy | 3,50012,833 held (+38%) | $15.00 | $52K | -8.9% | — |
| Oct 9 NewSEC | Brigitte KleineDirector | Buy | 2009,533 held (+2%) | $15.00 | $3K | -8.9% | — |
| Sep 3SEC | Scsp Refo10% Owner | Sell | 149,59628,942,153 held (−1%) | $13.95 | $2.1M | -2.1% | — |
| Sep 3SEC | Yael AflaloDirector | Sell | 60,29811,665,505 held (−1%) | $13.95 | $841K | -2.1% | — |
| Jul 31SEC | Gp Sarl P610% Owner | Sell | 2,987,19929,091,749 held (−9%) | $13.95 | $41.7M | -2.1% | — |
| Jul 31SEC | Yael AflaloDirector | Sell | 1,204,02911,725,803 held (−9%) | $13.95 | $16.8M | -2.1% | — |
Insiders at Reformation Inc.
| Insider | Bought | Sold | Last filing | Score |
|---|---|---|---|---|
| Gp Sarl P610% Owner | — | $41.7M | Jul 31, 2026 | — |
| Yael AflaloDirector | — | $17.6M | Sep 3, 2026 | — |
| John Joseph CoyleDirector | $3.0M | — | Oct 9, 2026 | — |
| Scsp Refo10% Owner | — | $2.1M | Sep 3, 2026 | — |
| Zipporah AllenDirector | $52K | — | Oct 9, 2026 | — |
| Brigitte KleineDirector | $3K | — | Oct 9, 2026 | — |
Insider activity at other Consumer Discretionary companies
Same sector, ranked by insider buying in the last 90 days.
REF stock: common questions
Are Reformation Inc. insiders buying REF stock?
In the past 12 months, 2 insiders reported open-market purchases of REF worth $3.1M. The latest was Director John Joseph Coyle bought $3.0M of REF at $15.00 — first open-market purchase in our records; raises the stake by 302%.
Are Reformation Inc. insiders selling REF stock?
3 insiders reported sales worth $61.4M over the same period.
Where does this data come from?
Every transaction comes from Form 4 filings that insiders must submit to the SEC within two business days of a trade. We pull them from SEC EDGAR every night.
What is REF's P/E ratio?
REF trades at about 68.3 times trailing earnings, compared with a median of 19.1 for the Consumer Discretionary sector.
What is REF's 52-week range?
Over the past year REF has traded between $12.04 and $16.84. It last closed at $13.66 on Oct 9, 2026.