Meet George and Mike Heaton.
When they were 18, they founded their brand with £150 in savings.
Twelve years later, they own a 9-figure global streetwear empire, worn by the biggest celebrities in the world.
Here is the story of one of the UK's biggest fashion brands:
George and his brother Mike started their fashion brand, Represent, in their dad's shed while at university.
They began to create and sell their first products with just the two of them.
Their journey is a true testament to passion and hard work.
In the early days, the brothers juggled university and business.
They made a mere £10,000 in their first year.
But with relentless dedication, by the second year, they hit £50,000.
The third year saw them incorporate the business, reaching £500,000 (10Xd)
But in the fourth year, the business took off
George and Mike saw their revenue soar to £30,000,000 in GMV
Today, Represent is a global fashion powerhouse, worn by celebrities like The Weeknd and Justin Bieber.
Despite their success, they remain committed to the brand's mission.
They recently hired a CEO who previously worked at Puma, allowing them to focus on creative growth.
Their story is not just about building a successful brand; it's about the journey of self-improvement and staying true to one's passion.
Here are 5 lessons you can learn from it:
1. Start Small and Build Gradually
They started Represent with a modest investment and a clear vision.
They emphasize the importance of starting with small, manageable steps.
Initially, focus on establishing your brand name and securing its trademark.
2. Stay True to Your Brand DNA
Consistency in brand aesthetics is crucial.
George (co-founder) advises maintaining a strong, recognizable brand identity.
Represent has evolved over the years, but its core ethos remains intact.
3. Prioritize Quality and Customer Experience
From the beginning, George and Mike focused on delivering high-quality products that exceed customer expectations.
Represent is known for its top-tier materials and fast delivery, aiming to delight customers with every purchase.
4. Balance Exclusivity with Accessibility
Represent balances exclusivity with broad accessibility.
They create hype with limited releases while ensuring everyday products are readily available.
This approach caters to both new customers and die-hard fans.
5. Build a Strong, Complementary Team
Their success is also attributed to his strong team, especially with George's and Mike's partnership.
They complement each other perfectly, allowing them to cover all aspects of the business.
TL;DR
1. Start Small and Build Gradually
2. Stay True to Your Brand DNA
3. Prioritize Quality and Customer Experience
4. Balance Exclusivity with Accessibility
5. Build a Strong, Complementary Team
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