Represent has announced plans to open its London flagship store at 135–141 Wardour Street in July 2025. Set in the heart of Soho, the 5,000-square-foot site will become the brand’s third standalone location, following stores in Los Angeles and Manchester.
Occupying two floors, the new location will showcase the full range of Represent collections, including Represent Mainline, the performance-focused 247 range, Represent Woman, and the label’s collaborative lines with bands such as Oasis, Guns N’ Roses, and Iron Maiden. The 247 line, which recently expanded to include 247 Woman, will be prominently featured, having seen sales growth of over 75% since January and now comprising 25% of the business.
The store will open on Saturday, 12 July, and is positioned among other prominent fashion retailers in Soho, including Supreme, Palace, Aimé Leon Dore, AMI, JW Anderson, and Stone Island.
“Opening a London flagship is monumental. A dream of ours as young designers growing into the industry was always to open a store in the capital, and we wanted to save that moment until we could do it with full intention that really defines who and what we are as a brand,” said George Heaton, Founder & Creative Director. “Represent is here to stay, and a physical store marks the proof. People are able to come here and sense us; from the scent of our fragrance, to the drinks on our cafe menu and of course, to see the quality of our product.”
An in-store café, the Owners Club Cafe, will debut as part of the opening. The 550-square-foot space will serve single-origin coffee in partnership with London’s Plot Roasting and offer drinks including nitro cold brew, cream-top cold brew, and matcha. The menu also features the 247 Vanilla Protein Latte and Mango Protein 247 smoothie. Pastries will be sourced from Rinkoffs Bakery in East London.
“Planting our flag on one of the world’s most iconic retail stage, it really doesn’t get much better than this,” said Mike Heaton, Founder & Creative Director. “This space isn’t just bricks and mortar; it’s a symbol of everything we’ve worked for.”
To mark the opening, Represent will release a store-exclusive capsule collection. Items will include London Store T-shirts and hoodies in Jet Black and Flat White, a Mid Brown football shirt, and Owners Club Cafe merchandise such as tees, caps, and homeware.
“We have global ambition at Represent and we recognise London’s significance as a global fashion capital,” said Paul Spencer, CEO. “This flagship opening is a statement of intent. Our long term vision is to build a brand that goes beyond product and connects through culture, community and lifestyle.”
