Represent is opening its first UK store in Manchester, a city deeply ingrained in the brand’s identity.
- The Manchester outlet spans 5,419 sq ft on New Cathedral Street, nestled between other high-end stores.
- Represent’s retail journey began in Los Angeles with a successful pilot project earlier this year.
- Direct-to-consumer sales dominate the brand’s strategy, comprising 70% of their revenue.
- Manchester’s fashion scene continues to evolve, attracting significant creative and business growth.
Represent, a luxury streetwear brand co-founded by brothers George and Mike Heaton, is set to launch its first UK store in Manchester this autumn. Manchester, the brand’s birthplace, holds a special place in its history and strategic expansion plans. The new store is located at Unit 2 New Cathedral Street, neighbouring prestigious brands like Canada Goose and Paul Smith.
In March, Represent opened its first physical outlet in Los Angeles, marking a pivotal moment in its retail expansion. This initial foray into brick-and-mortar was both a test and a success, offering insights into customer behaviour beyond the digital realm. According to CEO Paul Spencer, the average order value and units per transaction are notably higher in-store, indicating strong consumer engagement across all product categories.
The brand’s strategy heavily leans on its direct-to-consumer model, which accounts for 70% of its total revenue, while wholesale contributes 30%. These partnerships with retailers such as Flannels, Selfridges, and Harrods have been crucial in enhancing brand visibility and credibility globally.
The Manchester fashion scene is rapidly evolving, bolstered by the city’s growing residential appeal and the arrival of new enterprises such as Soho House. Creativity thrives here, making it a dynamic hub for fashion, and for Represent, it remains an integral part of their brand DNA and aesthetic vision. George Heaton asserts that the city’s transformative energy and creative prowess continue to inspire Represent’s collections.
Represent’s expansion into Manchester reflects its commitment to melding tradition with modern retail dynamics, deeply rooted in the city’s vibrant culture.
