Represent, a British streetwear brand, is set to open its first UK flagship store in London’s Soho, following the launch of their inaugural physical store in Los Angeles.
- The brand has committed to a ten-year lease for a spacious 5,000 sq ft location on Wardour Street.
- Represent was founded by brothers George and Michael Heaton in 2012 and has since secured over 150 stockists globally.
- The London store opening is anticipated for early 2025, marking a significant milestone for the brand.
- Represent’s CEO emphasises the importance of showcasing the brand in London as a step towards reaching international markets.
Represent, a British streetwear sensation, is making headlines as it sets the stage for its inaugural UK flagship store in Soho, London. This strategic expansion follows the brand’s recent venture into brick-and-mortar retail with their Los Angeles store, opened in March 2024. With a 5,000 sq ft space secured on Wardour Street under a decade-long lease agreement, the brand aims to strengthen its physical presence in a premier fashion district known for its bustling retail activity.
Founded by George and Michael Heaton in 2012, Represent has rapidly expanded its influence within the fashion industry, securing partnerships with over 150 stockists worldwide, including prestigious names like Flannels, Selfridges, and Nordstrom. The brand’s commitment to its physical retail strategy underscores its ambition to tap further into both local and international markets.
The forthcoming London store, scheduled to open in early 2025, is poised to be a pivotal addition to Represent’s growing portfolio. According to CEO Paul Spencer, “As a British brand, it only makes sense to showcase our collections to the international market there. Having started online over 12 years ago, we have built a global community with a thirst for every pillar of our brand, so now to be able to showcase Represent in our own London store is an incredibly proud moment for the brand.”
Represent’s journey from an online retail start-up to a globally recognised fashion brand symbolises a success story in contemporary fashion business tactics, highlighting the potency of combining digital prowess with physical retailing. The London flagship is expected to be more than just a retail space; it will serve as a cultural hub for streetwear enthusiasts and a testament to Represent’s vision and creativity.
The opening of Represent’s London store is a significant step in the brand’s continued expansion and commitment to enhancing its global presence.
