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Represent (UK) joins forces with Bleckmann in Flanders

Belgian-Dutch e-commerce specialist Bleckmann is adding another big name from the fashion world to the clientele of its e-fulfillment services in Flanders. Bleckmann is dedicating around 950 m² of its distribution center in Grobbendonk (in the province of Antwerp) to British clothing brand Represent.

Household name

Founded in 2012 by brothers George and Michael Heaton during their university studies, Represent organizes its sales mainly through e-commerce, temporary events and key retail partners worldwide. The Manchester-based brand has become a global household name in the streetwear market. It’s considered hip on the streets of London, Milan and New York. Celebrities such as Dua Lipa, Khloé Kardashian, Justin Bieber and 2 Chainz have all been spotted wearing Represent clothes.

Partners in e-fulfillment

Recently, Represent was looking for a European e-fulfillment partner and found one in Bleckmann. The latter started its operations for Represent in January 2022. It serves the brand entirely from two fulfillment centers: one in Grobbendonk (Flanders), where 950 m² of the distribution center is dedicated to Represent, and the other in Magna Park (UK), where 800 m² is reserved for the brand. Bleckmann can flexibly expand these spaces and activities to provide maximum support for future growth.

Meanwhile, Represent isn’t the only trendy British clothing line Bleckmann works with. The group previously also joined forces with British fitness brand Gymshark, a partnership that quickly turned into a long-term commitment. In 2021, Gymshark and Bleckmann even channeled EUR 10 million into a state-of-the-art distribution center in Flanders. The investment earned the two companies a joint nomination for the 2021 Foreign Investment of the Year Trophy presented by Flanders Investment & Trade.

Shorter lead times

Just like Gymshark, Represent can reap the rewards of shorter lead times thanks to its partnership with Bleckmann. Represent customers can order online later and still get earlier deliveries in continental Europe and the UK. Other Bleckmann services include the acceptance, inspection and storage of all incoming goods, customs administration, returns of ordered goods and more. As such, Bleckmann offers an end-to-end solution to support the growth of the Represent brand.

More info

Reported by
website Flows
28 April 2022

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