Represent signs for Wardour Street flagship, its first UK store

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Represent signs for Wardour Street flagship: The upscale men’s streetwear brand Represent has just leased a prominent site at 135/141 Wardour Street in London from landlord GPE.

With an expansive two-story layout spanning an astonishing 5,000 square feet, this flagship store represents a major growth for the British label. It is the sole freestanding location globally, following the recent launch of its first store in West Hollywood, Los Angeles.

Distributing through more than 150 worldwide stockists, including esteemed stores such as Saks, Neiman Marcus Group, Nordstrom, Flannels, Selfridges, and Harrods, was previously Represent’s primary emphasis.

This flagship store will be the largest retail space that Represent has ever had when it opens in early 2025. Located at the crossroads of Wardour Street and Broadwick Street in the bustling center of Soho, the store commands a prominent location among the trendy residents of the neighborhood.

Although it has long been linked to the British film industry, Wardour Street has transformed into a thriving fashion district in the last few years. The store’s prime position, next to several well-known fashion businesses and a short walk from the Elizabeth line station on Tottenham Court Road, makes it easy to find and attracts customers.

Represent plans to become a local retail fixture, joining other well-known streetwear labels like Supreme, Stussy, and Ami, and has signed a 10-year contract to do just that. Head of Retail at GPE Sarah Goldman was confident in Represent’s place in the area’s changing fashion scene.

Paul Spencer, CEO of Represent, highlighted London’s importance as a cultural and fashion capital in the UK and throughout Europe. Spencer, drawing attention to London’s popularity as a tourist destination, reaffirmed the significance of presenting Represent’s collections to an international audience in London, in keeping with the brand’s dual goals of celebrating its British roots and expanding its influence.

Ethan Sullivan

Ethan's penchant for the pulse of the fashion world extends to covering lifestyle topics, offering readers a seamless blend of the latest style updates and lifestyle trends.

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