Represent, one of Britain’s fastest-growing fashion brands, is set to open its first-ever UK store this Saturday, 26th October, following a period of significant expansion. The luxury menswear brand, founded by brothers George and Michael Heaton in 2011, is on track to achieve a record £100M turnover by the end of 2024, with projections to reach £250M by 2028.
Represent, which started in Manchester and grew out of the brothers’ father’s shed, has seen remarkable growth over the past few years, with an average sales increase of 81.4% annually over the last three years. The brand’s success was recently recognised in June when it was named the 68th fastest-growing private company in the UK by The Sunday Times.
Located on New Cathedral Street in Manchester City Centre, the 5,419 square ft store marks the brand’s first permanent UK retail space, following the opening of a bespoke boutique store in West Hollywood, Los Angeles, in March this year. Manchester, the city where Represent was born and where its global HQ is based, was a natural choice for the brand’s first UK store.
Reflecting on the decision to open in Manchester, George Heaton, Creative Director and Founder of Represent, said: “As we continue to grow as a brand, opening our first physical UK store was a natural progression. 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.”
The Manchester store is set in the heart of the city’s iconic shopping district, positioning Represent alongside fellow luxury retailers such as Louis Vuitton, Selfridges, Paul Smith, Canada Goose, and Harvey Nichols. Early next year, the brand plans to open a second UK store in London’s Soho, which will operate as a tailored concept store.
Until this year, Represent primarily operated as an online business, launching new arrivals weekly via its website. The brand has also built a strong retail presence in leading department stores, including Selfridges, Harrods, and END. The opening of the Manchester store marks a significant expansion of the brand’s physical retail footprint.
The new store will feature an entire floor dedicated to 247 by Represent, the brand’s fastest-growing performance wear division. 247 is projected to account for 14% of the business by the end of 2024, underscoring its increasing importance within the brand’s overall portfolio.
George Heaton further commented on the launch: “The Represent Manchester location marks an important and iconic milestone for the brand; having spent the past three years planning physical retail footprints, trialling the senses of energy, look, feel, and scent through our partners such as Selfridges and Harrods along the process.”
With the opening of the Manchester store, Represent continues to expand its influence within the luxury fashion market, providing customers with a full in-person experience that complements its already successful online presence.
