Represent, a British streetwear brand, has sold a minority stake to True.
- The investment supports Represent’s growth in the UK, US, and globally.
- Founded by George and Mike Heaton, Represent plans to enter womenswear by 2025.
- Represent’s recent retail expansion includes a boutique in Los Angeles and upcoming stores in Manchester and London.
- Represent has achieved a 64% compound annual growth rate since 2020.
Represent, known for its distinctive British streetwear style, has entered a strategic partnership by selling a minority stake to True, an investment firm focused on supporting growth trajectories. This alliance is designed to foster Represent’s development across key international markets, including the United Kingdom and the United States, while paving the way for further global outreach.
Since its inception in 2011 by entrepreneurs George and Mike Heaton, Represent has positioned itself as a rapidly growing entity within the private sector, boasting a compound annual growth rate of 64% since 2020. This was highlighted by The Sunday Times, which ranked the brand as the 68th fastest-growing private company in the UK in June.
This year marks a significant step in the brand’s expansion strategy, exemplified by the launch of its first physical retail location—a luxury boutique situated in West Hollywood, Los Angeles. The brand is set to enhance its physical presence further, with plans to open flagship stores in Manchester and London, the latter scheduled for next summer.
Looking ahead, Represent is set to broaden its product range with the anticipated launch of its womenswear collection in 2025. CEO Paul Spencer expressed optimism about the brand’s trajectory, citing the strength and dedication of the team in capitalising on diverse growth opportunities spanning geography, category, and gender. Spencer articulated, “We’ve built an exceptional team who are working tirelessly on exciting initiatives across the board, including the highly anticipated launch of womenswear in 2025. The future holds incredible potential, and we can’t wait to see what’s next.”
Ejike Onuchukwu, investment director at True and new board member at Represent, praised the brand’s ability to maintain consumer relevance and loyalty within a challenging market environment, calling it “a real success story for British fashion.”
This strategic partnership marks a promising chapter in Represent’s journey towards broader horizons and enhanced market presence.
