Represent, a streetwear brand, is set to launch its first UK store in Manchester.
- The store marks a significant development after extensive growth in recent years.
- A dedicated floor will focus on Represent’s fast-growing performance wear.
- The brand anticipates a record £100m turnover by the year’s end.
- Founders George and Michael Heaton have orchestrated a remarkable expansion.
Represent, a prominent streetwear label, is poised to open its inaugural physical store in the UK, situated in Manchester. This development follows a period of substantial growth, reinforcing the brand’s evolving presence in the retail landscape. This store, covering 5,419 square feet on New Cathedral Street, emerges as the brand’s first permanent retail outlet in the country, complementing a bespoke boutique previously introduced in West Hollywood, Los Angeles earlier this year.
In response to what has been described as a ‘year of rapid growth,’ the store’s layout will feature an entire floor dedicated to the label’s performance wear line, 247 by Represent. This segment, deemed the ‘fastest growing arm of the brand,’ is projected to contribute 14% to the overall business by the conclusion of 2024, underscoring its rising prominence in the market.
The trajectory of Represent’s success is exemplified by its financial forecasts, anticipating a record-breaking £100m turnover as the current year concludes and ambitiously targeting a £250m turnover by 2028. This optimistic outlook reflects the brand’s ability to innovate and adapt to an ever-changing market landscape.
Founded by George and Michael Heaton in 2011, Represent has experienced a meteoric rise, averaging a sales growth of 81.4% over the past three years. From its humble beginnings in their father’s shed, the label has been recognized as one of the UK’s fastest-growing private companies by The Sunday Times, highlighting its impressive journey.
Prior to this year, Represent operated primarily as an online entity, selling through its website and at prestigious retail outlets such as Selfridges and Harrods. George Heaton, founder and creative director, remarked on the strategic importance of Manchester as the location for the flagship store, asserting, ‘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 continued, ‘The Represent Manchester location marks an important and iconic milestone for the brand; having spent the past three years planning physical retail footprints.’
Represent’s new Manchester store signifies a pivotal moment in its ongoing journey of growth and expansion.
