From garden shed to shopping mecca: Represent plants a flag in Manchester
Showcase of the Manchester Flagship Store: 17 Pictures
The last time Dazed chatted with Michael and George Heaton, the brothers behind the successful brand Represent, they were establishing themselves in Los Angeles, having originated from Bolton.
Since they were young, they have been captivated by the Californian lifestyle, and they've gained a significant fanbase across the ocean. The famously health-focused residents of Los Angeles have embraced the brand's athletic apparel and relaxed loungewear. Although they have built a strong community in the UK as well, they chose to launch their first physical store in LA. In March 2024, they officially opened the sparkling glass doors of their new location in West Hollywood.
Having successfully launched their first store, the Heatons shifted their focus back to their roots and began making arrangements to open a retail location in the UK. Unlike many rapidly expanding brands, such as Represent, that would typically target the commercial hub of London, the brothers chose to establish their presence in their hometown before anything else.
In just over three years, the team created a vibrant multi-level lifestyle venue that showcases the entire range of Represent products in one place. This includes unique city items, such as a limited-edition football shirt featuring Manchester branding, aromatic 'Cathedral' candles, ready-to-wear clothing, shoes, and various accessories. Additionally, there is a large area devoted to the highly popular 247 performance line.
"While London is the capital, Manchester will always hold a special place for us at Represent," says George. "We aimed to establish our roots in the city where we originated and grew. This will always be our true home, and we wanted to honor it. The enthusiasm from our fans here is incredible. It simply felt like the right choice."
"While London may be the capital, Manchester will forever hold a special place as the heart of Represent." – George Heaton
The store made its debut during a weekend in October, featuring fitness activities like Represent's popular run club, along with a lively celebration that attracted many of Manchester’s creative crowd. Although it officially opened in the first week of November, eager fans were already trying to glimpse what was happening inside long before that. “The moment the sign was put up, people were coming to the door wanting to get in,” George shares.
As we move forward with plans to launch our third store, we’re keeping the exact location a secret for the time being. However, it’s expected to follow a similar trend as our previous openings. We recently spoke with George and Michael about their ambitions for expanding into Manchester.
Hey George! Congratulations on your new store! I really admire your decision to set up the flagship in the north instead of London. What was your idea for that space?
George Heaton: The idea for the store has been evolving for about three years, collaborating with partners on various concepts until we refined it to perfection. Having previously designed Represent spaces within Harrods, Selfridges, and Flannels, we brought a wealth of experience to our flagship store. We’ve incorporated a concrete finish and our distinctive ‘flat white’ Pantone across all the flat surfaces, enhancing the visibility of the garments and emphasizing their fabrics, details, and fit. The clothing rails are integrated into the walls for a clean, minimalist look, and our original logo is etched into the staircase and concrete walls.
Did you encounter any difficulties, or was everything smooth sailing?
George Heaton: When it comes to retail, particularly when a brand is expanding significantly, balancing creative ideas with marketability is always a challenge.
"If I could travel back in time and share some advice with myself at the beginning of Represent, I'd share that well-known saying: 'Things will take much longer and will be significantly tougher than you expect.'" - George Heaton
How did people react to the store's opening? I've heard that there was a huge demand, with folks eager to get inside even weeks before the grand opening!
Michael Heaton: It's been absolutely incredible – we anticipated some excitement based on the reactions we've noticed on our social media, but the employees in the store say the buzz has been nonstop. Once the logo went up outside, news spread quickly!
Your supporters really enjoy exclusive releases. Can you share some details about the unique items you have in the Manchester store?
Michael Heaton: We created a variety of 'Cathedral' items, featuring a unique design that appears on t-shirts and hoodies, along with a candle that represents the store's fragrance. We had a similar approach for our LA opening. Additionally, we released a limited number of football jerseys to mark the store's debut, and they sold out almost right away. After the success of the jerseys we made for this year’s Euros, we decided to offer them again for the Manchester store launch.
You've made significant progress since your days in the garden shed. What advice would you give your past self if you could return to the early days of Represent?
George Heaton: One well-known saying comes to mind: "It’s going to take much longer and be much more difficult than you expect." When we first started Represent, we were quite naïve and eager to break into the industry, which posed a significant challenge for us as a young team without any support or experience. Dealing with fabric suppliers, factories, press, fashion weeks, and retailers was a real struggle and led to a lot of self-doubt during those early days. I wish I could have reassured myself that, with perseverance, motivation, and a commitment to our vision, everything would eventually come together.
How has your community developed and evolved since our last conversation?
George Heaton: The last time we chatted was in May 2023, which means it’s been almost 18 months of committed community development. From our 247 collection, we launched the ‘247 Run’, which is a new take on the typical running club. Whenever we have a Represent event in a city, we organize a run there. This attracts a large number of participants, usually between 200 and 400, who come out to join us. We make it a point to clarify that this is not your average running club.
"Spotting Represent clothing in real life is always exciting. Whether I'm strolling through Cathedral Street in Manchester or flying across Asia, the thrill remains the same." – George Heaton
Beyond this, we are always focused on improving our approach to delivery. When I mention delivery, I’m referring to every element involved: the precision of details, the quality of our garments, the speed of our service, and the way we present ourselves in stores. It's also about how we engage with our customers and respond to their inquiries. Creating a loyal customer base is central to our decision-making process, and the way we present ourselves is crucial to that goal.
What’s the experience like when you spot Represent items in everyday life? They seem to be everywhere!
George Heaton: It’s an experience that remains fresh every time. It always brings a thrill, whether I'm strolling down Cathedral Street in Manchester or taking a flight across Asia.
The fashion industry is now more uncertain than it was when you launched Represent more than ten years ago. What tips would you offer to someone looking to create their own brand?
George Heaton: I would remind my younger self that the gap between your current situation and your goals will take time to bridge. No matter what others in the industry might show on social media, if you remain authentic to yourself and uphold your brand's core values and essence, you will eventually achieve the vision you have for your brand.
You’ve clearly conquered LA and Manchester. So, what's your next destination?
George Heaton: We’re in the process of developing our third and biggest location for the Represent retail experience, but we’ll share more details as we get closer to the opening. I’m thrilled to keep expanding our physical presence. Establishing our own stores worldwide represents a significant milestone in our growth – they provide a space to showcase the essence, quality, craftsmanship, and variety of Represent, right down to the unique scents and special touches of each store. It truly feels like we are creating a lifestyle.
What do you envision for Represent's growth over the next five years?
George Heaton: We have a strategy in place and clear objectives, but we're flexible enough to adapt when necessary. I see us expanding our presence worldwide with physical stores. We have exciting plans for growth in the USA and the Far East, along with unique projects in our established markets in the UK and Europe.
