Represent, a British streetwear brand, sells a minority stake to True to expedite global expansion.
- The collaboration aims to boost Represent’s presence in the UK, US, and internationally.
- Founded by George and Mike Heaton, Represent has a strong growth trajectory, marked by a 64% CAGR since 2020.
- Represent has expanded into physical retail with outlets in LA, Manchester, and a forthcoming London store.
- The brand plans to launch a womenswear line in 2025, supported by this investment.
Represent, a renowned British streetwear label, has entered into a strategic partnership by selling a minority stake to the investment firm True, a move designed to fast-track its global expansion initiatives. The details of the financial arrangements have been kept confidential, yet the partnership is expected to significantly enhance Represent’s market presence not only in the UK but also in the US and other international markets.
The decision follows Represent’s previous strategy to secure investment through the financial advisory services of Rothschild, as reported by Drapers last December. This step was part of a larger expansion effort aimed at diversifying and enhancing the brand’s organisational capabilities and market penetration strategies.
Founded in 2011 by George and Mike Heaton, the company has experienced substantial growth, maintaining an impressive compound annual growth rate of 64% since 2020. This rapid development earned it the 68th spot in The Sunday Times’ list of fastest-growing private companies in the UK.
In 2024, Represent expanded its reach into the physical retail sector by opening a luxury boutique in West Hollywood, Los Angeles. This was soon followed by the inauguration of a flagship store in Manchester, with plans underway for a new store in London set to open next summer.
Paul Spencer, CEO of Represent, expressed optimism about the new partnership: “We’ve always selected our partners based on the strength of their team, and this partnership is no exception. From a business standpoint, we see growth opportunities across every area—geography, category and gender.” Spencer highlighted the imminent launch of a womenswear line in 2025 as a key growth driver.
Ejike Onuchukwu, investment director at True and newly appointed board member at Represent, hailed the brand as a “real success story for British fashion.” He noted the brand’s ability to create culturally resonant products and maintain a loyal customer base despite a challenging market environment.
The strategic partnership with True positions Represent for formidable growth, signalling its potential for further innovation and market expansion.
