Represent makes Manchester homecoming with debut UK store

Fast-growing fashion brand Represent is set to open its first-ever UK store in its hometown of Manchester.

The brand will open the doors to its 5,419 sq ft store on New Cathedral Street on Saturday 26 October, its first permanent space in the UK.

Founded in Manchester in 2011 by brothers George and Michael Heaton, Represent has seen its sales grow at an average of 81.4% over the past three years, and is on track for a record £100m turnover by the end of 2024, and £250m turnover by 2028. In June, the brand was named the 68th fastest-growing company in the UK by The Sunday Times.

Represent’s Manchester store will be joined by a second UK location early next year, when the brand opens in London’s Soho. The two stores will form a portfolio alongside Represent’s boutique in West Hollywood, Los Angeles, which opened in March.

Until this year, Represent had been a primarily online business selling via its website, although its had some dedicated bespoke retail spaces in department stores, including Selfridges, Harrods, and END.

The new store on New Cathedral Street will position Represent alongside fellow luxury retailers such as Louis Vuitton, Selfridges, Paul Smith, Canada Goose, and Harvey Nichols.

George Heaton, creative director and founder of Represent: “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.

“The Represent Manchester location marks an important and iconic milestone for the brand; having spent the past three years planning physical retail footprints, trialling the senses of energy, look, feel, and scent through our partners such as Selfridges and Harrods along the process.”