Represent, a streetwear brand, is set to open its first UK store in Manchester, the brand’s hometown.
- The store, located on New Cathedral Street, spans 5,419 square feet and is the brand’s first permanent UK retail space.
- A section of the store is dedicated to Represent’s performance wear line, 247, which is rapidly growing.
- Represent has seen significant sales growth, averaging 81.4% over the past three years.
- The company is on target to achieve £100m turnover by the end of the year.
Represent, a renowned streetwear brand, will welcome customers to its first UK store in Manchester this Saturday, marking an important chapter in the company’s expansion. The decision to open in Manchester stems from its roots, being the city where the brand was founded by the Heaton brothers in 2011. Since then, it has transformed from a small business operated from a shed into one of the fastest-growing private companies in the UK, as recognised by The Sunday Times.
The 5,419 square foot store on New Cathedral Street represents the brand’s first permanent retail location in the UK. This move follows the introduction of a bespoke boutique in West Hollywood, Los Angeles, earlier this year. The new Manchester store is not only a homecoming but also a strategic expansion effort aimed at enhancing the brand’s presence and accessibility to its growing customer base.
An entire floor of the Manchester store is dedicated to 247 by Represent, the brand’s performance wear division. This segment has exhibited remarkable growth and is projected to constitute 14% of the business by the end of 2024. The performance wear line underscores the brand’s ability to diversify its offerings and tap into new markets, contributing significantly to its overall success.
Financially, Represent is on a commendable trajectory, with an anticipated turnover of £100m by the end of this year and aspirations to reach £250m by 2028. This growth is driven by its strategic decisions and expansion into physical retail, a step supported by the brand’s online sales history through prestigious retailers like Selfridges and Harrods.
George Heaton, founder and creative director, describes the Manchester location as a natural progression for the brand, aligning with the city’s significance in the company’s history and strategy. Planning for this physical presence has been meticulous, taking into consideration elements such as energy, aesthetics, and sensory experiences to offer customers a unique shopping environment.
Represent’s venture into physical retail in its hometown is a strategic step that signifies the brand’s ongoing growth and commitment to innovation.
