Represent to expand into Thailand with Bangkok pop-up

British premium fashion label Represent is expanding its international retail footprint into Thailand, with an exclusive pop-up opening at Central Embassy in Bangkok on October 3.

The 136-square-metre space on the second floor of the Bangkok department store will mark Represent’s first physical presence in Thailand. An opening event will follow on October 5, bringing together figures from the city’s fashion and culture scene.

The pop-up will run until April 2, 2027, giving Represent a six-month presence in the Thai luxury destination. The brand has partnered with Local Boy Coffee for an in-store activation, while customers will also receive a city-specific Represent Bangkok Tote Bag as a gift with purchase.

“This partnership sets our sights on Bangkok, ready to bring our design language to one of Southeast Asia’s most dynamic fashion markets,” Represent said in a press release.

Represent has been slowly building an international physical retail network since its founding by brothers George and Michael Heaton in 2011. It opened its first store in Los Angeles in 2024, followed by a Manchester flagship and a London flagship on Wardour Street in July 2025. The brand has also expanded into Africa, with a Cape Town flagship announced earlier this year.

The international expansion has been supported by minority investment from True, which took a stake in Represent in late 2024 to help scale its operations and develop new channels.

Represent has also broadened beyond its original menswear focus, launching Represent Woman in February 2025 with a dedicated female-led design team, while its 247 performance line has become the fastest-growing part of the business.