British fashion label Represent has made its physical retail debut in Thailand with a six-month pop-up at Central Embassy in Bangkok, developed in partnership with Central Department Store.
British fashion label Represent has opened its first physical retail location in Thailand, launching a temporary store at Central Embassy in Bangkok on 3 October 2026. The opening forms part of the brand’s international retail expansion and follows the establishment of flagship locations in London, Manchester, Los Angeles and South Africa.
Occupying 136 sq m on the second floor of Central Embassy, the pop-up will operate until 2 April 2027. The store has been developed in partnership with Central Department Store, providing a new physical retail presence for Represent in Southeast Asia.
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Founded in 2011 by brothers George and Michael Heaton, Represent has developed its business around contemporary luxury streetwear, with collections spanning clothing and accessories. The Bangkok opening introduces the brand’s retail offer directly to the Thai market.
The launch was marked by an event on 5 October, bringing together figures from Bangkok’s fashion and cultural communities.
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“Myself and Mike built something real from nothing, staying true to our roots as we scale globally, is a story that we feel Thai consumers understand instinctively,”
George Heaton, Co-Founder and Creative Director, Represent
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“Thailand has its own version of that same energy, a young, entrepreneurial, creatively fearless generation building identity through what they wear. We want people in Bangkok to feel like the best of global streetwear culture has been made accessible to them, without compromise.”
George Heaton, Co-Founder and Creative Director, Represent
In-Store Activation and Exclusive Merchandise
Represent has partnered with Local Boy Coffee on an in-store activation running throughout the pop-up’s residency. Customers receive a complimentary coffee with any purchase, bringing a hospitality element into the temporary retail space.
A Represent Bangkok Tote Bag is also available as a gift with purchase, providing a location-specific product associated with the opening.
The six-month residency gives the label an extended physical presence in Bangkok, rather than a short-duration launch event.
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International Retail Expansion
The Thailand opening follows Represent’s wider international retail development, including flagship stores in London, Manchester, Los Angeles and South Africa.
Represent has also established partnerships across music, sport and fashion, including collaborations with Oasis, Puma, The Beach Boys and the NFL through Fanatics.
The Bangkok project brings together the British fashion label and Central Department Store, which operates across categories including fashion, accessories, beauty, homeware and design.
The Represent pop-up is located on the second floor of Central Embassy, 1031 Ploenchit Road, Pathum Wan, Bangkok 10330, Thailand, and is scheduled to remain open until 2 April 2027.
Terry Clark is the Publisher and Content Director of 365 Retail, with more than a decade of experience covering retail design, technology innovations, store openings and the wider retail industry. He also works closely with leading retailers, suppliers, agencies, events and industry awards across the UK.
