A luxury Bolton fashion brand is set to open its first London store in the heart of Soho.

Founded in 2011 by George and Mike Heaton, the brand has been worn by celebrities including 21 Savage and Justin Bieber, and has seen collaborations with icons including Liam Gallagher and Metallica.

Now, the brand, which brought on former Puma director Paul Spencer as CEO in 2022, is set to launch a 5,000 square foot (465 square metre) shop on London’s Wardour Street after signing a 10-year lease.

Operated from Northgate Close, Horwich, the brand has 150 stockists worldwide, including Selfridges, Harrods, and Nordstrom.

The shop will open in early 2025, and the store offer contemporary menswear inspired by street culture.

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CEO Paul Spencer said: “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.”

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Last month, founder and creative director George Heaton was interviewed by Dragon’s Den’s Steven Bartlett on his ‘Diary of a CEO’ podcast.

In the interview, George describes the ‘worst day in the business’ as when the company received a letter from a company in Oslo, also called Represent, saying they owned the trademark and were going to ‘take us for everything we had’.

However, he says the situation eventually ‘catapulted’ the business, as it started to become more of a lifestyle brand.

Sarah Goldman, Great Portland Estates’ head of retail, 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.”

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