Luxury brand Represent has opened a new permanent space in the menswear section of high-end department store Harrods in London.

The second-floor space covers 610 sq ft with Represent, which was founded by George and Mike Heaton in 2011, saying it’s “characterised by the refined, minimalist aesthetic typical of the brand and replicating the interior of the LA store which opened earlier this year”.

Represent’s signature R initial can be seen throughout, “encapsulating the brand’s essence with a sleek, monochrome colour scheme”.

The Harrods presence will also see the label offering a “bespoke luxury shopping experience where customers can find signature collections from Owners Club, Initial and mainline, alongside a Harrods exclusive collection launching in October”.

The label is positioned alongside other contemporary luxury brands in the menswear area of the giant store, such as Homme Plisse, Kenzo, Helmut Lang and Canada Goose.

George Heaton said: “To be present in one of the world’s leading luxury department stores is the pinnacle of every fashion brand builder’s dream. For Represent to then be able to continue this partnership with Harrods through opening the new bigger, opulent permanent space is truly iconic.”

The company has been heavily focused on retail expansion in recent periods. As well as opening in LA, this spring it signed for a London flagship on Wardour Street. And a few months later it announced a standalone Manchester store that’s due to open this month.