British streetwear brand Represent is set to open its first UK flagship store in Manchester, marking a significant milestone for the company.
- The store, located on Manchester’s New Cathedral Street, is Represent’s first permanent retail space in the UK.
- Initially an online business, Represent has grown rapidly, achieving an 81.4% sales increase over three years.
- The brand aims for a £100m turnover by the end of 2024, with future goals set for £250m by 2028.
- An entire floor of this new store will be dedicated to their growing performancewear line, 247 by Represent.
The opening of Represent’s flagship store in Manchester signifies a crucial step in the brand’s expansion strategy. The store’s location on New Cathedral Street not only anchors it in a prominent retail district but also solidifies Manchester’s role as the heart of the brand’s operations. Founded in 2011 by brothers George and Mike Heaton, Represent aims to transition from being primarily an online venture to establishing a tangible presence in the retail world. This move coincides with their ambitious growth targets, as they expect to reach a £100 million turnover by the end of 2024.
The Manchester store, spanning 5,419 square feet, will serve as the brand’s first long-term retail commitment in the UK. This comes in the wake of their successful 3,100 square foot boutique launch in Los Angeles earlier this year. Additionally, Represent has secured a 5,000 square foot location in London’s Soho district, projected to open in 2025, further emphasizing their expansion plans.
Over the past three years, Represent has demonstrated impressive growth, with an average sales increase of 81.4%. This achievement garnered them recognition as the 68th fastest-growing private company in the UK by The Sunday Times. Such momentum is anticipated to continue as they aim to achieve a £250 million turnover by 2028.
Represent’s bold strategy is personified by dedicating an entire floor of the Manchester store to its performancewear division, 247 by Represent. This division is currently the fastest-growing segment of the brand, expected to constitute 14% of their business by the end of 2024. This commitment to performancewear not only diversifies their product offerings but also aligns with contemporary consumer trends towards active and lifestyle apparel.
George Heaton, Represent’s creative director and co-founder, emphasizes the emotional and strategic significance of opening a store in Manchester. “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.” This sentiment underscores the company’s deep-rooted connection to its origins, while also highlighting their forward-looking approach to retail expansion.
Represent’s expansion into Manchester marks a pivotal moment in its growth trajectory, aligning with its ambitious financial and market goals.
