Great Portland Estates inks lease with fashion brand Represent

Great Portland Estates announced on Monday that British luxury brand Represent had agreed to open its new London flagship store at the company’s 135/141 Wardour Street property in Soho.

The FTSE 250 firm said the shop, spanning 5,000 square feet across two floors, would mark the brand's second global outlet after its successful store in West Hollywood, Los Angeles.

It said Represent is already stocked by more than 150 retailers globally, including Saks, Neiman Marcus and Harrods.

Scheduled to open in early 2025, the London flagship would be Represent's largest store and would feature its collection of contemporary menswear inspired by street culture.

Positioned in Soho at the corner of Wardour and Broadwick streets, the location would be within walking distance of the Tottenham Court Road Elizabeth line and Tube station.

GPE said the lease agreement saw Represent commit to a decade at the site, although it did not divulge any further financial details of the agreement.

The company said the 135/141 Wardour Street property also included premium office and restaurant space, private terraces on the fourth to sixth floors, and a communal roof terrace.

Through extensive refurbishment, the firm said it was aiming to provide top-tier fully-managed office spaces aligned with evolving customer needs, and its commitment to achieving net-zero carbon emissions.

“We are thrilled that Represent has chosen 135 Wardour Street for their London debut; this will be their second standalone store worldwide, hot on the heels of their LA opening,” said GPE’s head of retail Sarah Goldman.

“Vogue hailed them as the 'global contemporary brand' last year, and we have no doubt that the luxury streetwear brand will sit well among the local retail offer adjacent to brands including Supreme, Stussy and Ami.

“The area's appeal is clearly fast becoming the key location for all the newest streetwear brands.”

Reporting by Josh White for Sharecast.com.