Represent sells minority stake to True

The investment will help Represent expand its reach in the UK, US and rest of the world and develop new product categories. The terms of the deal were not disclosed. 

It comes after Drapers revealed last December the brand had appointed investment bank Rothschild to find prospective investors as part of an expansion drive.

Founded in 2011 by brothers George and Mike Heaton, Represent has enjoyed rapid growth with a compound annual growth rate (CAGR) of 64% since 2020. It was named the 68th fastest-growing private company in the UK by The Sunday Times in June.

This year, the company ventured into physical retail with a luxury boutique in West Hollywood, Los Angeles, followed by a flagship store in Manchester and a London store set to open next summer.

Paul Spencer, CEO of Represent, said: "We’ve always selected our partners based on the strength of their team, and this partnership is no exception. From a business standpoint, we see growth opportunities across every area—geography, category and gender.

"We’ve built an exceptional team who are working tirelessly on exciting initiatives across the board, including the highly anticipated launch of womenswear in 2025. The future holds incredible potential, and we can’t wait to see what’s next."

Ejike Onuchukwu, investment director at True and a new board member at Represent, said: "Represent is a real success story for British fashion. The team’s track record of developing culturally relevant products and acquiring loyal customers to the brand, despite the challenging consumer environment, is remarkable."