The leases have been signed, the new collection ordered and UK-based managers are packing their bags preparing to relocate to the East Coast. It’s finally happening: Sweaty Betty boutiques are arriving in the USA!
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.
It's been a long journey. Two years ago we launched the US website, soon followed by a catalogue launch and a Roadshow in the Hamptons. When we arrived in the Hamptons, we fell in love with the active lifestyle. Yoga, surfing, pilates - they did it all. I was even able to do one of my favourite water sports, Stand Up Paddleboarding, in Long Island Sound.
We were so inspired by the Hamptons’ fitness gurus Tracy Anderson and Colleen Saidman Yee that we asked them to become Ambassadors. Luckily, they weren’t the only ones excited about our move state-side – following a Press Day at Exhale Spa on Central Park, the New York Times wrote, “we got a fierce fitness vibe from the British fitness line Sweaty Betty.”
The hunt for the perfect location was on. Two years later, we have found our perfect places: urban SoHo and leafy green Greenwich. We’re sending the best and brightest of our UK team to open the boutiques and bring Sweaty Betty spirit to the States.
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 Conneticut.
The Roadshow comes to New York City starting August 1 and weaving its way to Montauk, Stamford, Bridgeport and the Hamptons, to name a few. The team will be visiting local studios and gyms throughout the area and hosting pop-up shops as we go along. Any recommendations? We’d love to hear your thoughts.