British streetwear brand Represent is expanding its physical presence by opening a flagship store in London’s Soho following its Los Angeles launch last month.
- The brand has secured a 10-year lease for a spacious 5,000 sq ft location on Wardour Street, scheduled to open in early 2025.
- Represent, founded by George and Michael Heaton in 2012, already boasts over 150 stockists globally, including Flannels, Selfridges, and Harrods.
- This London opening comes after Represent inaugurated a 3,100 sq ft store in Los Angeles, marking its initial foray into brick-and-mortar retail.
- Paul Spencer, CEO, expressed pride in bringing Represent’s full collections to an international market in a dedicated London store.
In a strategic move to strengthen its global retail footprint, British streetwear brand Represent is opening a flagship store in London’s vibrant Soho district. Following the success of their first physical location in Los Angeles, the brand continues to expand its presence from an online platform to physical storefronts.
The new store, set to open in early 2025, will be located at 135/141 Wardour Street and spans 5,000 sq ft. This development marks a significant milestone for the brand as it secures a ten-year lease for the space. Such a commitment reflects the brand’s confidence in its continued growth and appeal in the competitive streetwear market.
Represent, established by brothers George and Michael Heaton in 2012, has rapidly become a notable player in the streetwear industry. With over 150 stockists worldwide, including prestigious names like Flannels, Selfridges, and Harrods, the brand has built a considerable global presence. The move to open a store in London signifies their ambition to cater directly to their UK and international audience.
This expansion to London follows the successful launch of a 3,100 sq ft store in Los Angeles at the end of March. The LA store represented Represent’s first brick-and-mortar location, providing a space for the brand to showcase its collections in a physical setting.
Paul Spencer, CEO of Represent, shared his excitement, stating, “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.”
The establishment of a flagship store in London marks a pivotal step in Represent’s global expansion strategy.
