Fitness-loving women have welcomed a British import with American hospitality. Sweaty Betty, a multi-sport clothing boutique, born in the heart of Notting Hill 16 years ago, has finally made it across the pond with two flagship stores in SoHo and Greenwich.
By Janice Llanes Fabry
Fitness-loving women have welcomed a British import with American hospitality. Sweaty Betty, a multi-sport clothing boutique, born in the heart of Notting Hill 16 years ago, has finally made it across the pond with two flagship stores in SoHo and Greenwich.
The retailer came to this country with a different sensibility and a delightful store manager Georgie Perry, personally selected from the UK retail team.
“We try to create the Sweaty Betty experience in the way we design our stores and the amazing way our sales assistants tailor the experience to each customer,” she remarked. “We’re very British, relaxed, and very polite.”
The Sweaty Betty concept is to inspire women to find empowerment through fitness. Founder and Creative Director Tamara Hill Norton covers the gamut with fashionable merchandise for general workouts, yoga, Pilates, spinning, running, swimming, outdoor training, skiing, and dance. As a matter of fact, she collaborated with the English National Ballet on Sweaty Betty’s first dance collection.
All of their lines are designed by women for women. The outdoor attire is “muddy puddle” tested, while the yoga wear is “downward dog” tested. With the exception of their signature black pants and tank tops (what they call “athletic vests”), their entire collection changes seasonally, both color- and style-wise. Norton’s latest spring collection was designed with memories of sailing on her grandfather’s 1950s wooden Bermudian sloop in mind.
“We want to keep our boutique feel and remain fashion forward,” explained Perry about the store’s aversion to carrying massive amounts of the same merchandise. “Once an item is sold out, it’s sold out. We like to keep it fresh.”
Sweaty Betty clothing is made from high-performance fabrics, from super lightweight and sweat wicking to brushed cottons and Italian fleece. A wealth of layering pieces are just right for wearing to and from a class, or lounging around in. They also offer an array of jackets, underwear, and accessories.
The 1,000–square-foot shop is divided into an attractive retail space and an exercise studio that offers complimentary club classes and monthly fitness workshops. You can become a Sweaty Betty Club member simply by calling the store or signing up at the shop. Classes, all taught by local instructors, so far include Pilates, barre, and yoga.
“It’s our way of giving back to the people who support us. It also gives customers the chance to try new things without coughing up any money,” she noted.
When asked about the differences between her American customers and their English counterparts, Perry replied, “American women are more clued up on active wear. Exercise is more of a lifestyle here, whereas in the UK, it’s more of a hobby. The classes here are a lot more rigorous and social, too. I absolutely love it.”
Sweaty Betty is open Monday through Saturday from 10-6 and Sunday from 12-5. Call 203-717-1095 or visit www.sweatybetty .com.
