High-end activewear retailer Sweaty Betty is opening a new store at Kings Boulevard, within London’s £1bn King’s Cross redevelopment.
The brand has signed a 10-year lease for a 1,722 sq ft unit at the development.
Simon Hill-Norton, CEO at Sweaty Betty, said: “King’s Cross is one of London’s most vibrant and energetic neighbourhoods right now.”
Sara Law, a director at Colliers International’s central London retail agency team, which acted for Sweaty Betty on the signing, said: “There is already a thriving community [in King’s Cross] and this Sweaty Betty acquisition will contribute to the diverse offering.”
A £1bn construction programme at the area surrounding King’s Cross and St Pancras International railway stations includes 500,000 sq ft for retail and leisure.
This includes new retail destination Coal Drops Yard, where 65 shops built into the shell of the city’s old Victorian coal stores are set to open later this year.
Sweaty Betty operates 60 points of sale across the world, including concessions in Harrods and Bloomingdales and a flagship store in Carnaby Street.