Represent’s much-anticipated London flagship complete with in-store cafe has finally opened at 135-141 Wardour Street, an increasingly popular shopping thoroughfare off Oxford Street and in the Soho neighbourhood.

It’s only the third standalone store for the brand, following its physical debut in Los Angeles in March last year and its second opening in Manchester last October.

The new store covers 5,000 square feet across two floors with the company saying it will “provide customers with a luxury bespoke shopping experience, showcasing the brand’s most coveted collections”. These include Represent Mainline, plus its performance line 247 by Represent, as well as Represent Woman, and its band collaborations with Oasis, Guns N’ Roses, and Iron Maiden.

A large part of the store has been dedicated to the 247 offer with the performance line “experiencing significant growth in the last few years”. In fact, with it expanded this year to include 247 Woman, it’s “now the fastest-growing arm of the Represent business”. Its sales have rise by 75% since January alone and it now accounts for 25% of the overall Represent business, we’re told.

Represent is also launching an exclusive collection available in-store only, featuring limited-edition London Store T-shirts and hoodies available in Jet Black and Flat White, and a London Store football shirt in Mid Brown. Alongside this, the brand will also launch a capsule of Owners Club Cafe merchandise, featuring hoodies, tees, caps, and homeware, available exclusively at the cafe.

The Owners Club Cafe itself is exclusive to the London store. It’s a 550 square foot destination “dedicated to coffee, matcha and community”. It features a “state-of-the-art” Modbar setup to serve specialty single-origin coffee roasted in collaboration with London’s Plot Roasting. The Owners Club Cafe menu draws inspiration from Los Angeles’ cafe culture.

As for the store location, we’ve already mentioned that it’s becoming an ever-more-popular shopping area and neighbouring stores include Supreme, Palace, Aimé Leon Dore, AMI, JW Anderson, and Stone Island. 

Soho also offers the kind of cultural-creative-community vibe not necessarily found on traditionally dominant shopping thoroughfares like Oxford Street or Regent Street.

Co-founder/creative director George Heaton said: “Opening a London flagship is monumental. A dream of ours as young designers growing into the industry was always to open a store in the capital, and we wanted to save that moment until we could do it with full intention that really defines who and what we are as a brand. Represent is here to stay, and a physical store marks the proof.”

And his fellow co-founder/creative director, Mike Heaton, added: “Planting our flag on one of the world’s most iconic retail stages — it really doesn’t get much better than this. This space isn’t just bricks and mortar; it’s a symbol of everything we’ve worked for. This milestone reflects years of dedication and the journey of building a brand from the ground up.”

Meanwhile CEO Paul Spencer said the company has “global ambition and we recognise London’s significance as a global fashion capital. Opening our London store strengthens our positioning as a premium British brand. This flagship opening is a statement of intent. Our long-term vision is to build a brand that goes beyond product and connects through culture, community and lifestyle; which is why physical stores are so important. Along with Manchester and LA, it also acts as a blueprint for international expansion that can hopefully shape future openings in other major cities across the world.”