Represent and 18montrose are “revolutionising contemporary retail” by teaming up on an in-store pop-up on London’s world-famous Regent Street.
Since its launch in 2016, 18montrose has established itself as a go-to destination for fashion-forward shoppers looking to express their individuality. It offers a curated selection of avant-garde streetwear and high-end designer brands, embracing innovation and creativity.
This December, the retailer is introducing Represent to its clientele with its new in-store pop-up, giving them a chance to shop the British streetwear brand in one of London’s biggest retail hotspots.
The inaugural Regent Street pop-up will spotlight Represent’s latest seasonal capsules, including the covetable Represent x Belstaff collection.
Emerson Stevenson-Lake, Head of Lifestyle Brand Partnerships at Frasers Group, commented: “We’re excited to kick things off with Represent as our debut brand collaboration in this iconic space – a partnership that speaks to customers and portrays 18montrose an emerging leader in the luxury and contemporary market.”
This comes as Represent is looking to expand its retail presence. In October, it opened the doors to its first UK flagship store at 21 New Cathedral Street in Manchester. The 5,419 sq ft store, which also has a whole floor dedicated to its 247 by Represent performance wear division, is opposite the Manchester Arndale.
A month later, in November, the luxury streetwear brand acquired backing from investment and innovation firm True for an undisclosed minority stake. The deal will accelerate Represent’s growth and global expansion, particularly its luxury and performance sportswear presence in the US market, where it opened its first-ever standalone store in Los Angeles in March.
Since its inception, Represent has experienced rapid growth, with a compound annual growth rate (CAGR) of 64% since 2020, delivering double-digit profit margins.
With strong product offerings in both luxury and performance sportswear, with its 247 by Represent line that has “exceeded expectations” since its launch in 2021, the brand is well positioned to continue its trajectory and expects to generate circa £100 million in revenue by the end of this fiscal year.
Founded by brothers George and Michael Heaton in 2011 and led by CEO Paul Spencer, Represent has quickly scaled, serving over 350,000 of its online community in 2023 and securing a growing desirable portfolio of wholesale partners, including Selfridges, Harrods, Harvey Nichols, Flannels and now 18montrose.
