Represent opens first permanent store in Los Angeles

British luxury streetwear brand Represent has opened its first brick-and-mortar store in West Hollywood, Los Angeles, which will serve as the brand's flagship store and office space.

The new store, which measures more than 3,100 square feet, is the first of three new retail locations Represent is set to open throughout the year. Opening its doors on March 28, the flagship store features the entire Represent collections, including the exclusive Robertson capsule collection. Its interiors include bespoke fixtures and Restoration Hardware furniture, with high ceilings and a 50-foot shaded glass frontage.

Located at 461 North Robertson Boulevard, Represent debut store in Los Angeles is adjacent to brands such as Louis Vuitton, Maxfield and Chrome Hearts. The city itself has always served as a point of inspiration for Represent and its founders, brothers George and Mike Heaton.

“Mike and I have been taking trips to LA for nearly a decade now, and you can really see the aesthetics come through in the brand's DNA,” said George Heaton, co-founder of Represent, in a statement. With our growth strategy focused on America, we wanted to set out a base, a community, and a team stateside while being able to connect with our consumers face to face, and it felt right to open a store here.”

An omnichannel brand founded in 2011, Represent has gained a large international following over the past few years, driven by its retail and pop-up locations. Expanding its presence in the United States, the brand aims to set roots in the country over the coming year.