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Sweaty Betty Concept Concession Launches in Selfridges

posted on Monday, 3rd June 2013 | find under Fitness, Nutrition
Following months of planning, hundreds of hangers, colourful collections and multiple cups of coffee, we have finally launched our new concept concession in the Denim Destination at Selfridges’ Flagship London store.

Following the move to a 1000 square foot space within the third floor Denim Destination, the concession was designed by a close collaboration between Creative Director Tamara Hill-Norton and design team Caulder Moore. “We started by looking at unusual dance studios that retained vintage grandeur," says Tamara. Antique lockers, benches and pummel horses were sourced to recreate the vintage effect. The result is a dance-inspired space that is light, airy and unique to Selfridges London.

Inside, the dance studio feel is accented by wood panels, stage lighting, mirrors and large windows. The fitting rooms were inspired by ballet changing rooms, with makeup mirrors and doors labelled after roles, including a room for the “Principal Dancer," "Soloist" and "Corps de Ballet."

Our staff have an in-depth knowledge of every product and are on hand to offer advice on which product is best for what activity. A bra and trainer fitting service is offered on request, truly making our newest boutique a one-stop shop for all sporting needs.

Each seasonal collection also features pieces exclusive to Selfridges. For SS13, there is a beautiful black playsuit added to the Dance Range with unique laser-cut patterning. The AW13 collection – launching in August – will feature more key pieces exclusive to Selfridges, including a fully reflective and reversible running jacket, beautiful seamless capri pants with laser-cut detailing and a matching run tank.  

For more information about our Selfridges concession, including opening hours and details about the Ambassadors, please visit our boutique page. For more information about Sweaty Betty’s collections, including our favourite seasonal looks and the inspiration behind the latest ranges, check out our new season page.

Lovr Of Anything F Rom Sweaty Betty
By Patty Bloom - 5th June 2013
I have got to get back to England............I just discovered S.B. and loveeeeeeeeeeeee it. Now must see it it person. and .when are you coming to N. California?
Selfridges Where?
By Jane Mann - 5th June 2013
You don't mention which Selfridges? Whooops just spotted it - London, again :o/
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