Represent makes African retail debut with Cape Town flagship
Represent makes African retail debut with Cape Town flagship. British luxury streetwear brand Represent has entered the African retail market with the opening of its first flagship store at Cape Town’s V&A Waterfront, with a second South African location planned for Johannesburg later this year.
The Cape Town store opened in August 2026 at Shop 7217 on the Upper Level of the Victoria & Alfred Waterfront. It gives South African consumers their first permanent physical Represent experience, featuring the brand’s latest collections alongside a dedicated 247 space focused on performance and elevated everyday essentials.
Founded by brothers George and Michael Heaton in 2011, Represent has built an international following around premium materials, craftsmanship, contemporary design and performance. The move into physical retail is intended to build on its existing digital community while creating a more immersive experience for consumers.
“We are excited to bring Represent to the South African market and see the potential for the brand across Africa,” said George Heaton, co-founder of Represent.
The Cape Town flagship was designed by London-based Scratch Creative in collaboration with Raph and Matt Fitters, translating Represent’s international retail identity into a permanent African setting.
The brand is set to expand its South African footprint in October 2026 with a second store at Sandton City in Johannesburg. The two locations will establish a presence in Cape Town and Johannesburg, while the African expansion is being led by entrepreneur Victor Barbosa and business partner Byron Ryan.
South African DJ Shimza, whose real name is Ashley Raphala, has also joined the venture as a partner.
Represent is also planning to launch an official South African website towards the end of 2026. The platform will provide consumers across the country with direct access to the brand’s collections, complementing its physical stores.
The combination of Cape Town, Johannesburg and local e-commerce will form the foundation of Represent’s South African retail expansion as the brand develops its wider African ambitions.
