Represent Establishes Store in L.A.

With the L.A. store, Represent’s goal is to build the company’s business in the U.S., which currently accounts for 20% of revenue.

George and Mike Heaton’s fashion brand, Represent, has expanded its horizon in L.A. with the launch of its first brick-and-mortar store. 

George Heaton, said, “We’ve got such a long history and we’re a British brand, which is new in L.A. Among the stylists and the people in fashion here, it’s a breath of fresh air compared to the local brands. A lot of L.A. brands look very similar, and they’re all using the same factories and the same fabrics. It’s repetitive.”

Represent’s L.A. store will be its flagship and located in West Hollywood, on North Robertson Boulevard. With the L.A. store, a goal is to build the company’s business in the U.S., which currently accounts for 20% of revenue. The store is also part of a larger strategy of immersing the brand in key markets and recruiting local talent for international growth.