Represent, the Manchester-born streetwear brand, is set to make a major leap into the world of brick-and-mortar retail with the opening of its first UK store this Saturday, 26 October. The new flagship store, located on New Cathedral Street in the heart of Manchester City Centre, spans 5,419 square feet and represents a milestone for the brand, following a period of explosive growth.
Founded by brothers George and Michael Heaton in 2011, Represent has transformed from a modest operation run out of their father’s shed into one of the UK’s fastest-growing private companies, as recognized by The Sunday Times. With sales growing at an impressive average of 81.4% over the last three years, the brand has set an ambitious goal to reach £100 million in turnover by the end of 2024, and aims to hit £250 million by 2028..
The new Manchester store isn’t just a retail space – it’s a homecoming. After launching a bespoke boutique in West Hollywood, Los Angeles, earlier this year, the Heaton brothers felt it was time to bring Represent back to its roots in the UK. Founder and creative director George Heaton shared, “Represent was born in Manchester, and it’s where our global HQ is based. Opening our first physical UK store here was a natural progression – the city is in our DNA.”
This Manchester location has been designed to offer an immersive experience that embodies the brand’s aesthetic and energy. From the store’s look and feel to its unique scent, every detail reflects years of meticulous planning and insight gained from trialling physical retail elements through partnerships with Selfridges, Harrods, and End Clothing.
While Represent initially built its reputation online, its move into physical retail has been a long time coming. The brand has primarily operated through its own website and has partnered with iconic luxury retailers like Selfridges and Harrods. Now, with its first dedicated store, Represent aims to offer customers a tangible connection to the brand. “This Manchester store is an important and iconic milestone for us,” Heaton said. “We’ve spent three years planning physical retail footprints, and we’re excited to finally bring that vision to life.”
As Represent prepares to welcome customers through its Manchester doors, it’s clear that the brand is moving from strength to strength. With ambitious growth targets and a new focus on physical retail, the brand’s journey from a local start-up to an internationally recognised luxury menswear label is far from over.
Represent is not just opening a store; it’s creating a space that reflects the brand’s past, celebrates its present, and sets the stage for its exciting future. Manchester fans and streetwear enthusiasts alike are in for a treat
A notable highlight of the new store is its dedicated floor for Represent’s performance wear division, 247 by Represent. This line has quickly become the brand’s fastest-growing segment, projected to make up 14% of Represent’s business by the end of 2024. Known for combining high performance with modern style, 247 by Represent has captured the attention of fitness enthusiasts and fashion-forward customers alike.
While Represent initially built its reputation online, its move into physical retail has been a long time coming. The brand has primarily operated through its own website and has partnered with iconic luxury retailers like Selfridges and Harrods. Now, with its first dedicated store, Represent aims to offer customers a tangible connection to the brand. “This Manchester store is an important and iconic milestone for us,” Heaton said. “We’ve spent three years planning physical retail footprints, and we’re excited to finally bring that vision to life.”
As Represent prepares to welcome customers through its Manchester doors, it’s clear that the brand is moving from strength to strength. With ambitious growth targets and a new focus on physical retail, the brand’s journey from a local start-up to an internationally recognised luxury menswear label is far from over.
Represent is not just opening a store; it’s creating a space that reflects the brand’s past, celebrates its present, and sets the stage for its exciting future. Manchester fans and streetwear enthusiasts alike are in for a treat
