Fast-growing brand Represent is opening the doors of its first permanent UK store on Saturday with the high-end menswear label having seen rapid growth in recent periods.

It’s fitting that the new store is in its hometown with the 5,419 square ft space located on New Cathedral Street in the city centre, close to Louis Vuitton, Selfridges, Paul Smith, Canada Goose, and Harvey Nichols in the heart of Manchester’s key shopping district. 

An entire floor of the store will be dedicated to its performance-wear division, 247 by Represent. This is now the fastest-growing arm of the brand, projected to account for 14% of the business by the end of 2024.

The Manchester-based business has gone from being run from founders George and Michael Heaton’s father’s shed to seeing 80% growth in the past three years with it winning a place on the Sunday Times list of Britain’s fastest-growing private companies this summer.

The company is on track for record turnover of £100 million by the end of this year and is targeting £250 million by 2028.

Early next year, a second UK store in London’s Soho will follow, which will operate as a tailored concept store. The two UK openings follow the brand having opened a bespoke boutique store in West Hollywood, Los Angeles in March.

Until this year, Represent had been an online-first business selling via its own website, but also with dedicated bespoke retail spaces in key department stores, including Selfridges, Harrods, and END.