Renowned British streetwear brand, Represent, is broadening its retail footprint with a new flagship store slated for London’s vibrant Soho district.
- The store, a significant 5,000 sq ft space, is projected to open in early 2025.
- This development follows the recent successful launch of Represent’s first physical store in Los Angeles.
- The London store solidifies Represent’s status as a major player in global streetwear, boasting over 150 worldwide stockists.
- Represent was established in 2012 by brothers George and Michael Heaton, driven by a vision of innovation and community.
Renowned British streetwear brand, Represent, is broadening its retail footprint with a new flagship store slated for London’s vibrant Soho district. The brand has secured a ten-year lease for a substantial 5,000 sq ft space at 135/141 Wardour Street, marking a significant milestone as it prepares for an early 2025 opening.
The upcoming London store marks another pivotal chapter in Represent’s growth narrative, following the opening of a 3,100 sq ft store in Los Angeles on March 30. This location was the brand’s initial venture into brick-and-mortar retail, enhancing its global presence.
By expanding into London’s Soho, Represent underscores its commitment to being a global streetwear leader. The brand’s influence is already evident, with over 150 stockists across prestigious retailers such as Flannels, Selfridges, Harrods, Saks, Neiman Marcus Group, and Nordstrom.
The brand’s roots trace back to 2012 when it was founded by the Heaton brothers, George and Michael. Their vision was to cultivate a brand driven by innovation and a sense of community among its clientele. As CEO Paul Spencer articulates, “As a British brand, it only makes sense to showcase our collections to the international market there. Having started online over 12 years ago, we have built a global community with a thirst for every pillar of our brand, so now to be able to showcase Represent in our own London store is an incredibly proud moment for the brand.”
Represent’s new London flagship is set to elevate the brand’s international profile and community engagement.
