This Saturday, the vibrant heart of Manchester is set to buzz even louder with the grand opening of Represent’s first-ever UK flagship store.
It’s the brainchild of George and Michael Heaton, two brothers who’ve taken their luxury streetwear from the confines of their dad’s old shed to a dazzling £100M turnover expected by the close of the year.
But hold your hats, because they’re just warming up—with ambitions of hitting £250M by 2028, these chaps are dead serious about their fashion game.
Launched in 2011, Represent has carved a niche in Britain’s fashion scene faster than a hot knife through butter.
Their growth has been nothing short of spectacular, with an annual increase of 81.4% over the past three years. Impressive, wouldn’t you say?
They’ve even landed themselves the 68th spot on The Sunday Times’ list of the fastest-growing private companies in the UK. Quite the achievement for the Heaton brothers!
Now, they’re planting a flag right in the heart of Manchester at New Cathedral Street. It’s a sprawling 5,419 square feet of style, following their debut stateside with a boutique in West Hollywood. It seems fitting that Manchester, the city that gave them their start, is home to their flagship.
The Heaton brothers have always been about pushing boundaries, and their new store is no exception. Set to open a second store in London’s Soho next year, they’re not just expanding—they’re evolving.
Represent’s early days of online-only sales are giving way to a more hands-on fashion experience, complete with weekly drops and collaborations with giants like Selfridges and Harrods.
An entire floor of the new space is dedicated to their 247 by Represent line, a nod to the brand’s fastest-growing division. It’s not just about looking good; it’s about performance, with this line expected to account for a solid 14% of their business by the end of this year.
Located alongside luxury titans such as Louis Vuitton and Paul Smith, Represent’s new store is more than a shopping destination—it’s a statement.
George Heaton, the mastermind and Creative Director behind it all, puts it simply: “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.”
Represent’s flagship store isn’t merely a milestone—it’s a clear declaration of how far passion, innovation, and a bit of Mancunian grit can take you.
This weekend, as the doors swing open, it’s not just about selling clothes; it’s about setting the stage for the next chapter in luxury streetwear.
For those tuned into the rhythms of high-end fashion, Represent’s new venture is a vivid marker of success and ambition.
Come see for yourself—the Heaton brothers are just getting started.