Luxury menswear brand Represent is opening its first flagship UK store in its home city of Manchester after a period of large growth. 

The new store will open on October 26 in the hometown of the brand’s founders, with a second UK store in Soho, London, opening early next year. 

The luxury brand was founded in 2011 by brothers George and Michael Heaton, and has grown 81.4% over the past three years, putting it on track for a £100m turnover by the end of 2024, and a £250m turnover by 2028.

The 5,419 sq ft store is located on New Cathedral Street in Manchester City Centre, and an entire floor of the store will be dedicated to performance wear division 247 by Represent, the fastest-growing arm of the brand, which is projected to account for 14% of the business by the end of 2024.

Represent creative director and founder George Heaton said: “As we continue to grow as a brand, opening our first physical UK store is 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’s in our DNA.

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

The flagship store will sell exclusive products such as the Represent of Manchester – Cathedral candle, the Manchester store exclusive hoodie – flat white, and the Manchester store exclusive t-shirt – black.

New Cathedral Street sits opposite Manchester Arndale shopping centre and is home to leading retailers including Harvey Nichols, Zara, Paul Smith, Hugo Boss, Ralph Lauren and Michael Kors.

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