Frasers Group’s contemporary fashion retailer 18montrose is teaming up with British luxury streetwear brand Represent for an in-store pop-up on London’s Regent Street.
This first Regent Street pop-up is designed to highlight Represent’s latest seasonal capsules, including the Represent x Belstaff collection, while expanding the brands on offer at 18montrose.
Emerson Stevenson-Lake, head of lifestyle brand partnerships at Frasers Group, said: “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.”
18montrose becomes the latest home for Represent, which can also be found in Flannels, Harrods, Harvey Nichols and Selfridges. The brand opened its first UK flagship store in Manchester this October.
The 5,419 square ft flagship store, located on New Cathedral Street in Manchester City Centre, was described as “the natural choice” for the brand’s first UK store. Manchester was the city in which the brand was created as the hometown of founding brothers George and Mike Heaton.
Hear more about the Manchester site and Represent as a brand in a webinar exploring the significance of Q5. Ricky Jenning, head of ecommerce at Represent, joins the panel to provide a retailer’s experience in the importance of this often invisible quarter (the time between a customer’s initial purchase and their next one – specifically from Boxing Day, through to mid January).
The webinar is available on-demand here.
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