Represent signs for first UK store in London’s Soho

British luxury streetwear brand Represent has signed for a 5,000 sq ft flagship store at 135/141 Wardour Street in London’s Soho, its first in the UK, set to open in early 2025 on a 10-year lease.

The news comes hot on the heels of Represent opening a 3,100 sq ft flagship store at 461 North Robertson Boulevard in West Hollywood, Los Angeles, last month – its first ever store.

Set over two floors, the new Soho store, positioned on the corner of Wardour Street and Broadwick Street, will house the brand’s growing mix of contemporary men’s streetwear and footwear.

Represent CEO Paul Spencer, said: "We're 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 and 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."

Sarah Goldman, Head of Retail at London landlord Great Portland Estates (GPE), added: "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.

"We have no doubt that the luxury streetwear brand will sit well among the local retail offer adjacent to brands including Supreme, Stüssy and Ami. The area’s appeal is clearly fast becoming the key location for all the newest streetwear brands."

In December 2023, Represent opened a 430 sq ft pop-up on the first floor of Selfridges on London’s Oxford Street, which followed a dedicated space it opened at Harrods in Knightsbridge in October 2023 and Harvey Nichols in Edinburgh in August 2023. There has also been a series of shop-in-shops with Flannels, including at the Flannels X flagship store on Oxford Street.

Represent was founded by brothers George and Michael Heaton in 2011 and offers seasonal ready-to-wear collections, as well as having a history of collaborations with iconic rock bands such as Mötley Crüe. At the tail end of 2023, it also launched a new performance apparel line called 247 by Represent. Last year, the brand successfully turned over £80 million.