Represent, the luxury streetwear brand, is set to unveil its first-ever flagship store in Manchester this week. Located at 21 New Cathedral Street, the highly anticipated store will officially open its doors on Saturday, October 26, marking a significant milestone for the brand that began its journey in nearby Bolton.
A New Chapter in Manchester
The new flagship store will showcase a wide range of Represent’s classic apparel, including T-shirts and hoodies, alongside exclusive outfits available only in-store. The location, nestled among iconic retailers like Louis Vuitton, Selfridges, and Harvey Nichols, spans an impressive 5,419 square feet over two floors, with one entire floor dedicated to the brand’s performance wear line, 247 by Represent.
A Journey from Bolton to Global Recognition
Founded in 2011 by brothers George and Michael Heaton, Represent started as a college project with a mere £150 investment. Initially operating out of their father’s shed, the duo quickly gained traction, producing printed T-shirts that caught the attention of music stars like Justin Bieber and The Weeknd. Since its humble beginnings, Represent has evolved into a globally recognised brand, now stocked in high-profile retailers such as END and Harvey Nichols.
Having previously operated exclusively online, the brothers took a bold step earlier this year by opening a bespoke boutique in West Hollywood, Los Angeles but with the launch of the Manchester flagship, they aim to solidify their presence in the UK market.
Exclusive Offerings at the Manchester Store
The Manchester location will feature exclusive merchandise, including new T-shirts and hoodies in black and Flat White, adorned with a unique “Represent of Manchester, New Cathedral St” screen print. Customers can also find a limited-edition “Represent of Manchester” candle and eau de parfum fragrance, designed to embody the essence of the brand with notes of bergamot and sweet apple.
George Heaton shared his enthusiasm for the new store, stating, “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.”
Impressive Growth and Future Plans
Represent has experienced remarkable growth, boasting an average sales increase of 81.4% over the past three years. In June, The Sunday Times recognised the brand as the 68th fastest-growing private company in the UK. With ambitious goals, the company aims for a record turnover of £100 million by the end of this year and expects to reach £250 million by 2028. Plans for a tailored concept store in London’s Soho are also in the works for next year.
George reflected on the brand’s evolution, expressing pride in the impact it has had: “It’s a good feeling to see people enjoying what we’ve created.”
A Legacy in Streetwear
Represent has cemented its place in the luxury streetwear landscape, appealing to a diverse audience that includes both celebrities and fashion enthusiasts. The brand has also expanded into womenswear, launching its first collection in Spring/Summer 2019, and continues to push boundaries with its fitness sublabel, 247.
As Represent opens its doors in Manchester, it not only celebrates its roots but also sets the stage for future growth and innovation within the luxury streetwear market. Whether you’re a longtime fan or a newcomer to the brand, the new flagship store promises an exciting shopping experience filled with exclusive offerings that reflect the brand’s commitment to quality and style.
