GPE signs luxury brand represent for Soho flagship

Great Portland Estates (GPE) has signed luxury clothing retailer Represent on a 10-year lease for a new flagship store in Soho.

Located at 135/141 Wardour Street, the 5,000 sq ft store, arranged over two floors, will be the retailer’s largest to date.

Opening in early 2025, the store will offer a collection of street culture-inspired menswear, and follows on from the brand’s bricks-and-mortar debut in Los Angeles.

Represent has signed a 10-year lease for the store, which is located within a five minute walk of Tottenham Court Road’s Elizabeth Line Station.

Sarah Goldman, head of retail at GPE, said: “We are thrilled that Represent has chosen 135 Wardour Street for their London debut. This will be their second standalone store worldwide, hot on the heels of their LA opening. Vogue hailed them as the ‘global contemporary brand’ last year, and we have no doubt that the luxury streetwear brand will sit well among the local retail offer adjacent to brands including Supreme, Stussy and Ami; the area’s appeal is clearly fast becoming the key location for all the newest streetwear brands.”

Paul Spencer, CEO of Represent, added: “We are excited to launch our London flagship store in the heart of Soho. Following our successful opening in LA, our London debut in early 2025 will be our biggest opening to date. For us, London is not just the country’s capital, but also a culture & fashion landmark for the whole of Europe, with more international footfall than anywhere else in the UK. 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.”