Sweaty Betty to open New York store

Sportswear retailer Sweaty Betty is set to open its first US store in New York City in September, two years after the brand launched its US website. The brand’s first boutique will be located on Mercer Street in SoHo, where the 1,000 square

foot store will feature oak climbing bars, vintage gym equipment and an in-house studio, while the retailer’s second store due to open in October will be in Greenwich, Connecticut and will be decorated with nautical accents.

Commenting on the expansion, Tamara Hill Norton, Creative Director and Founder of Sweaty Betty said on the brand’s website: “It’s hard to believe that it was fifteen years ago we first opened the boutique in Notting Hill. Even back then, many of our first customers were active American women who loved the collections and the lifestyle. Fifteen years later, they don’t have to come to the UK for the full boutique experience – they can get it at home in New York and Connecticut.

“The first US boutique will be in SoHo. It was one afternoon sitting in Mercer Street Kitchen that made us determined to open a boutique in SoHo. We were watching New York’s beautiful women walking by – and that was when we knew Sweaty Betty belonged at the heart of New York’s fashion district.”

British retailer Sweaty Betty heading to America

To celebrate the launch of its first American boutiques, the fitness brand is hosting a Roadshow, where the Sweaty Betty team will visit local studios, gyms and host pop-up shops. The Roadshow will start in New York in August and will visit Montauk, Stamford, Bridgeport and the Hamptons.

In addition, the brand has also appointed fitness gurus Tracy Anderson and Colleen Saidman Yee to become Ambassadors for the fashion fitness retailer.

Sweaty Betty launched in 1998 with its first London boutique in Notting Hill, since then it has opened more than 30 stores across the UK, as well as concessions within Selfridges and Harrods.