British Menswear Brand Represent to Open First UK Flagship Store in Manchester
British menswear label Represent is set to open its first UK flagship store in Manchester this weekend, marking a pivotal step in the brand’s transition from a digital-first retailer to an omnichannel presence. The company, founded by brothers George and Michael Heaton in 2011, has rapidly grown from its humble beginnings in their father’s shed to a projected turnover of £100 million by the end of 2024, with ambitions to reach £250 million by 2028.
Represent’s growth has been impressive, with an average sales increase of 81.4% over the past three years. This success earned the brand a spot at number 68 on The Sunday Times’ list of fastest-growing private companies in June. The new 5,419-square-foot store, located on New Cathedral Street in Manchester, follows the launch of their West Hollywood boutique earlier this year, via Manchester Evening News. The store is situated in Manchester’s prestigious retail district, alongside luxury brands such as Louis Vuitton and Selfridges.
This expansion marks a strategic shift for Represent, which has primarily relied on its digital platform and concessions within high-end department stores like Harrods and Selfridges. The new Manchester store will feature a significant space dedicated to its growing performance wear division, 247 by Represent, which is expected to account for 14% of the brand’s revenue by the end of 2024. A second UK location is already planned for Soho, London, in early 2025.
George Heaton, Creative Director and Founder of Represent, expressed excitement about the brand’s latest milestone. “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,” Heaton said. “The Represent Manchester location marks an important and iconic milestone for the brand; having spent the past three years planning physical retail footprints, trialling the senses of energy, look, feel, and scent through our partners such as Selfridges and Harrods along the process.”
The Manchester flagship represents the brand’s commitment to expanding its presence both in the UK and internationally, blending its successful online model with a physical retail experience designed to immerse customers in the Represent aesthetic.