Sweaty Betty to combine fashion and fitness in new Carnaby flagship

By

Sandra Halliday

Published
Jan 11, 2017

Directional fitness brand Sweaty Betty plans to open a European flagship at 1 Carnaby Street in London’s West End as the sport luxe pioneer expands its presence in the area. 

The prominent 2,200 sq ft corner store is located at the South entrance to Carnaby Street and is the result of the brand upscaling from its existing store nearby on Beak Street, where it has been a tenant since 2002. 

The shop is arranged over ground and basement floors allowing the brand to expand and offer its full clothing, accessories and equipment collections.

In line with current trends that aim to get customers into physical stores by offering more than just product in-store, the new flagship will also house a studio space for exclusive wellness events, giving a wider customer experience. 

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Founded in London, Sweaty Betty has been operating for over 15 years but the trend cycle appears to have finally caught up with the brand as its mix of athleisure styling and its wellness focus tick two trend boxes for contemporary fashion.

The company says its mission is to “inspire women to find empowerment through fitness” and it currently does this from over 40 boutiques in the UK, 10 in the US and concessions in major department stores including Harrods, Selfridges, and Bloomingdale’s.