Represent, the luxury menswear brand founded by George and Mike Heaton in 2011, has unveiled a new permanent space in Harrods, London. The brand’s new 610-square-foot store is located on the second floor of the high-end department store, designed to mirror the refined, minimalist aesthetic that is synonymous with Represent and is inspired by its Los Angeles location, which opened earlier this year.
Curated collections and exclusive offerings
The space is distinguished by Represent’s signature “R” initial and a sleek monochrome color palette, encapsulating the brand’s essence. The Harrods store will provide a “bespoke luxury shopping experience,” featuring signature collections from Owners Club, Initial, and the mainline. An exclusive Harrods collection is also set to launch in October, aiming to attract the department store’s discerning clientele.
Strategic positioning amongst elite brands
Represent’s new location in Harrods places it alongside contemporary luxury brands such as Homme Plisse, Kenzo, Helmut Lang, and Canada Goose. This strategic positioning highlights Represent’s ambition to solidify its presence in the luxury menswear market.
“To be present in one of the world’s leading luxury department stores is the pinnacle of every fashion brand builder’s dream,” said George Heaton. “For Represent to continue this partnership with Harrods by opening a new, larger, and more opulent permanent space is truly iconic.”
Aggressive retail expansion plans
Represent’s expansion into Harrods comes as part of a broader strategy to increase its retail presence globally. Earlier this year, the brand opened a flagship store on Wardour Street in London and is set to debut a standalone store in Manchester this month. The company is clearly focused on expanding its footprint, both domestically and internationally, to reach a broader audience of luxury fashion consumers.
