Represent is poised to open its first UK store in Manchester, highlighting a significant step in the brand’s brick and mortar expansion.
- With a new 5,419 sq ft store set to launch this autumn, Represent aims to cement its presence in Manchester city centre.
- The brand was founded by George and Mike Heaton in 2011, with a strong focus on luxury streetwear.
- Represent has seen robust financial growth, with a turnover increase of 65% to £80.8m in the past year.
- Direct-to-consumer sales continue to dominate, comprising 70% of the brand’s revenue, alongside strategic wholesale partnerships.
Represent, a luxury streetwear brand founded in 2011 by brothers George and Mike Heaton, is making a notable move by opening its first UK store in Manchester this autumn. The 5,419 sq ft store will be strategically located on New Cathedral Street, enhancing the brand’s brick and mortar footprint amidst renowned neighbours like Canada Goose and Paul Smith.
The decision to base their first UK store in Manchester stems from the brand’s deep connections to the city, which co-founder George Heaton describes as their “hometown, our base, and where we’ve built from over the past decade.” This location represents a significant milestone for the company, as it has meticulously planned its physical retail presence over the past three years.
Earlier this year, Represent opened its flagship store in Los Angeles, which served as a testing ground for understanding consumer behaviour in physical retail environments. George Heaton notes the difference in shopping patterns, observing that customers in the Los Angeles store demonstrate a larger “intent on spend.” CEO Paul Spencer adds that in-store shopping has resulted in higher average order values and units per transaction compared to online.
Financially, Represent is thriving, with a reported turnover of £80.8m for the year ending 31 December 2023, marking a 65% increase from the previous year. The company’s strategic focus on direct-to-consumer sales, which account for 70% of its revenue, is complimented by valuable wholesale partnerships. These alliances provide extensive brand exposure through globally recognised outlets such as Flannels, Selfridges, and Harrods.
The Manchester fashion scene’s rapid evolution is a factor in the brand’s expansion strategy. As the creative vibrancy of the city grows, driven by new residential developments and upcoming establishments like Soho House, Manchester is positioned as a burgeoning centre for fashion innovation. This evolution aligns seamlessly with Represent’s brand philosophy, as reflected in Heaton’s sentiment, “For us, it’s home, and it’s the DNA of our aesthetics.”
Represent’s strategic expansion into Manchester underscores its commitment to maintaining a robust local presence while capitalising on global opportunities.
