The first physical location of the British luxury streetwear brand Represent has opened in West Hollywood, Los Angeles. It will function as both the company’s flagship location and headquarters.
Represent plans to launch three new retail locations this year, the first of which is this larger than 3,100 square foot new store. The flagship store, which will open on 28th March, will carry the complete Represent line, including the limited-edition Robertson capsule collection. Its inside features a 50-foot shaded glass facade, lofty ceilings, and custom fixtures and Restoration Hardware furnishings.
The city itself has always served as a point of inspiration for Represent and its founders, brothers George and Mike Heaton.
“Mike and I have been taking trips to LA for nearly a decade now, and you can really see the aesthetics come through in the brand’s DNA,” said George Heaton, co-founder of Represent, in a statement. With our growth strategy focused on America, we wanted to set out a base, a community, and a team stateside while being able to connect with our consumers face to face, and it felt right to open a store here,” he added.
Represent is an omnichannel brand that was established in 2011 and has grown significantly in popularity internationally in recent years thanks to its retail and pop-up stores. Over the next year, the company plans to establish itself in the US by growing its footprint there.
