Represent has launched its first-ever 247 retail space within Harrods. The new space, located on the 2nd floor of the store’s performance hall, spans just under 500 square feet and is surrounded by a curated selection of premium sportswear brands. This pop-up will be available until the end of the year, offering Harrods’ quality-conscious and performance-focused consumers a range of 247 apparel.
The launch of the 247 space in Harrods follows the success of Represent’s mainline debut in the store last October, which featured an 8-piece collaborative collection with the iconic Harrods bear. The introduction of 247 into the world’s leading luxury department store marks a significant milestone in the growth of Represent’s activewear line, establishing it as a key player in the premium sportswear market and as an independent entity within the brand.
Jamie Nichols, Represent’s Global Wholesale Director, commented on the expansion: “The opening of the 247 pop-up within Harrods is a landmark moment for the brand. It is important for us that 247 is recognised and positioned as its own distinctive pillar of Represent, and showcasing the collection within its own dedicated space in the store, amongst other premium performance brands, is the perfect display of this. We have always been very selective with our partners, ensuring that they uphold the values and consumer alignment of Represent, and so we are extremely grateful to have had this recognition and opportunity from Harrods.”
Simultaneously, Represent has also launched an exclusive 247 pop-up at Selfridges in London. The 114 square foot space will run for seven weeks and follows a successful second season showcasing Represent’s mainline SS24 collection in the store. Selfridges has reported a strong demand for men’s sportswear, particularly in the men’s body category, where the 247 collection will now be featured outside of the usual floor space.
The Selfridges pop-up will highlight a retail-exclusive release of the 247 Numbers collection until October 1st, featuring the Pewter colourways of the hoodie and t-shirt, alongside a selection of 247 bestsellers. Jamie Nichols expressed pride in the partnership’s progress: “Launching this exclusive pop-up at Selfridges is another first for the 247 brand as we continue to rapidly grow in all sectors, and we are extremely proud of its location at the iconic London store. We’ve seen a huge appetite for 247 at Selfridges and hope to see the brand continue to thrive with the new dedicated space.”
