Represent is opening its first UK store in Manchester, marking a significant milestone for the luxury streetwear brand.
- The brand was founded by Greater Manchester-born brothers George and Mike Heaton, and has been planning this move for three years.
- It will join prestigious brands on New Cathedral Street, further enhancing its strategic retail footprint.
- The Manchester store will follow the successful launch of their first store in Los Angeles and precede their London opening next year.
- Represent enjoys strong growth with DTC sales dominating revenue, bolstered by strategic wholesale partnerships.
Represent, a luxury streetwear label established by brothers George and Mike Heaton from Greater Manchester, is embracing its roots by opening its first UK store in Manchester. This decision underscores the brand’s connection to the city, which has been integral to its identity since its inception in 2011. The Manchester store, set to open this autumn, represents a pivotal moment in the brand’s expansion strategy.
Positioned at Unit 2 New Cathedral Street, the upcoming store will be nestled between high-end brands such as Canada Goose and Paul Smith. This location not only places Represent in the heart of Manchester’s retail scene but also reinforces its commitment to establishing a robust physical presence.
The move to Manchester is part of a broader plan that saw Represent open its first brick-and-mortar store in Los Angeles earlier. The LA store has exceeded expectations, providing valuable insights into consumer behaviors that differ from online shopping. According to the founders, the in-store average order value (AOV) and units per transaction (UPT) are significantly higher, showcasing a strong consumer preference for engaging with the brand’s diverse product range in person.
Represent’s growth trajectory is impressive, with a 65% increase in turnover, reaching £80.8 million in the year ending December 2023. The brand’s strategic focus on direct-to-consumer (DTC) sales, which currently account for 70% of their revenue, is complemented by key wholesale partnerships representing the remaining 30%. This approach has facilitated Represent’s ability to maintain a strong market presence globally.
The founders believe that their wholesale strategy, supported by partnerships with iconic retailers like Selfridges and Harrods, has been instrumental in their success. Such collaborations have enabled Represent to showcase its brand in some of the world’s most renowned locations, thereby driving considerable growth.
As Manchester’s fashion scene rapidly evolves, Represent sees great potential for creativity and expansion. The city’s burgeoning residential developments and the arrival of major entities like the private members’ club Soho House contribute to its dynamic fashion environment. For Represent, Manchester is more than a strategic location; it’s the foundation of their brand’s aesthetic and ethos.
Represent’s Manchester store opening signifies a strategic return to its roots, reinforcing its identity and paving the way for future expansion.
