Represent, a British streetwear brand, is inaugurating its first UK flagship store in Manchester.
- The Manchester store spans 5,419 sq ft on New Cathedral Street.
- Represent aims for a £100m turnover by end of 2024, following online success.
- The brand sees 81.4% average sales growth over three years, marking rapid expansion.
- Co-founder George Heaton emphasises Manchester as integral to Represent’s identity.
Represent, a renowned British streetwear brand, is opening its inaugural UK flagship store in Manchester this weekend, adding a substantial physical presence to its previously online-dominated retail strategy. The store, located on New Cathedral Street, covers a sprawling 5,419 sq ft, marking a significant expansion in the brand’s retail footprint, which until now has featured primarily in high-end stockists like Selfridges and Harrods.
The brand was founded in 2011 by brothers George and Mike Heaton from Greater Manchester, and in a mere decade, has established itself as one of the fastest-growing private companies in the UK. With a commendable average sales growth of 81.4% over the past three years, it was cited as the 68th fastest-growing private business by The Sunday Times in June. Represent aims to achieve a remarkable £100m turnover by the end of 2024 and aspires for £250m by 2028.
This new Manchester location is not just another store; it’s a testament to the brand’s deep roots and aspirations. An entire floor dedicated to the ‘247 by Represent’ performance wear division illustrates the strategic importance of this line, which is projected to constitute 14% of the brand’s business by the end of the year. George Heaton highlighted the symbolic nature of returning to their roots, noting that opening in Manchester was a natural progression given it’s where their headquarters are based.
Represent’s expansion is a notable evolution from its online origins, where launches of new collections occur weekly. The decision to open physical retail spaces followed extensive planning over several years, trialling various sensory experiences through partnerships with established retailers like Selfridges and Harrods.
Commenting on the Manchester store opening, Creative Director George Heaton expressed that it marks both an iconic and strategic progression for the brand, reflecting its continued growth and commitment to maintaining a tangible connection with its origins. “Given that Represent was born in Manchester, and it’s where our global HQ is based, the city was the only choice – it is in our DNA,” he stated.
Represent’s Manchester store elevates its physical retail presence, underlining both its expansive ambition and rooted connection to its origins.
