Represent Names New President to Drive $100M U.S. Expansion by 2027

British men's fashion label Represent has appointed Jim Anfuso as its new president of North America. The move comes as the brand pushes for major growth in the U.S. stock market, targeting $100 million in sales by 2027. Anfuso will lead retail expansion, wholesale deals, and the scaling of Represent's 247 subbrand across the country.

Represent has seen strong U.S. stock market growth since its founding in 2009. Starting with pop-up stores, the brand now has a permanent presence in cities like New York and Los Angeles, alongside partnerships with retailers such as Foot Locker. Under current CEO Paul Spencer, annual U.S. revenue is projected to exceed $50 million by 2025.

Anfuso brings extensive experience to the role. He previously served as president of commerce at Complex Ntwrk and played a key part in launching Adidas Yeezy. His focus will include building infrastructure to support Represent's hyper-loyal community and expanding its market share in premium streetwear.

The brand's ambitions extend beyond sales figures. Plans include opening 10 flagship stores and increasing its U.S. market share to 5% in the premium segment. Anfuso will also refine Represent's footwear line, identified as a critical growth area. Co-founder and creative director George Heaton described him as a vital leader for the company's American expansion.

This appointment follows Represent's recent sale of a minority stake to True, a move aimed at accelerating global growth. The U.S. stock market remains a top priority, with Anfuso tasked with turning the brand's loyal following into long-term dominance.

Anfuso's arrival marks a strategic step for Represent as it targets $100 million in U.S. stock market revenue by 2027. His leadership will drive retail growth, wholesale partnerships, and the expansion of the 247 subbrand. The brand's focus on infrastructure and community engagement aims to solidify its position in the competitive premium streetwear market.