British streetwear brand Represent is taking a significant step by opening its first UK store in London’s Soho district.
- The brand has secured a 10-year lease for a 5,000 sq ft store on Wardour Street, set to open in early 2025.
- This move follows the recent inauguration of Represent’s first physical location in Los Angeles.
- Founded by the Heaton brothers, the brand has expanded to over 150 stockists globally.
- CEO Paul Spencer expresses pride in showcasing the brand’s collections to an international audience.
British streetwear brand Represent is making a bold move by establishing its first UK flagship store in the bustling area of Soho, London. The brand, which has made a name for itself globally, is prepared to expand its physical presence with a new store set to open in early 2025.
The signing of a ten-year lease for a substantial 5,000 sq ft retail space on Wardour Street marks a significant commitment to building a permanent presence in the UK market. This strategic location in Soho places the brand in one of the most vibrant retail districts of London, known for its eclectic mix of fashion brands.
This development comes quickly on the heels of Represent’s successful opening of its first brick-and-mortar store in Los Angeles. The Los Angeles store, which opened on 30 March, spans 3,100 sq ft and represents the brand’s inaugural step into physical retail environments. The positive reception of this store may well have encouraged the brand’s extension into London’s competitive market.
Founded by brothers George and Michael Heaton in 2012, Represent has seen rapid growth and now boasts over 150 stockists worldwide. The brand’s presence in prestigious stores such as Flannels, Selfridges, and Harrods in the UK and Saks, Neiman Marcus, and Nordstrom internationally signifies its strong market position.
Paul Spencer, CEO of Represent, remarked on the importance of the London store, 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.”
Represent’s expansion into London’s Soho is a proud milestone solidifying its international retail presence.
