Sweaty Betty underlines Battersea Power Station's status with concept store

By

Sandra Halliday

Published
Oct 26, 2022

British activewear brand Sweaty Betty is the latest label to signal the importance of the Battersea Power Station shopping mall saying its new store there isn't just a store, it's the first-ever concept store for the company.

Called The Powerhouse, the 2,400 sq ft location is now the largest of 84 Sweaty Betty speciality shops globally. The premium brand said it’s “giving women the most energising and engaging retail experience in activewear”.

The sports offer is one of the most distinctive features of the new mall and a variety of big-name brands have made sure their stores are offering an extra dimension than just retail.

Brand CEO Julia Strauss said: “In an increasingly competitive activewear market, Sweaty Betty continues to stand out. Bold and bursting with personality, The Powerhouse is a perfect physical expression of our distinct brand positioning. We obsessed over every detail to deliver a world-class experience customers can feel.”

The windows have been designed to “capture the spirit instantly, with a high-gloss, high-fidelity welcome that celebrates the power of music”. There’s a supersized speaker installation that takes the shape of Sweaty Betty’s icon “drenched in Firebird, the brand’s bold new colour developed in collaboration with Pantone”.

The store itself will be used as the “destination for sneak peaks such as updated branding. It will also be a destination for special product releases”. At launch, a capsule collection of hoodies and totes (free with purchase) will be available with caps and additional pieces to follow shortly.

Inside the space there’s a large LED video wall that displays the brand’s runway show highlighting a curated range of performance and lifestyle looks available at The Powerhouse. Updated each season, “Sweaty Betty’s runway will be home to a diverse group of strong, beautiful women reflecting its community”.

There’s also a “refined floating rail system, elevating the product and providing clear sight lines to seasonal collections that are presented alongside best-selling hero franchises”.

The company pointed out that it was “designed for women by women” and this has resulted in an upgraded fitting room experience. One-third of the store is dedicated to its ‘Power Pods’ and the adjacent seating area intended to “foster connection and conversation”. 

Those Power Pods are twice the size of a standard fitting room; upholstered wall coverings with “plush flooring and adjustable lighting”. 

A new mobile payment system has just rolled out across all Sweaty Betty stores and is also included here so customers can check out from within a Power Pod at speed.