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Sweaty Betty to launch in US

Sportswear retailer Sweaty Betty is set to open its first US store in New York City next month.

The 1,000 sq ft store on Mercer Street in Lower Manhatten is the first of two outlets to open in America. The second store, in Grenwich, Connecticut, will launch at the end of September.

The Mercer Street outlet will feature oak climbing bars, vintage gym equipment and oversized industrial letters. The Greenwich boutique will have old lockers and nautical accents such as vintage rope and sails to complete the Connecticut “summer house feel”.

Tamara Hill Norton, Creative Director and Founder of Sweaty Betty said: “Ever since we opened the first boutique in Notting Hill, London back in 1998, we’d have American tourists shopping with us who loved what we were offering. Since then I’ve spent many a research trip understanding the American market, the pivotal point being sat outside The Mercer Street Kitchen watching the beautiful women walking by. I knew at that moment I wanted to dress these women in Sweaty Betty so they can look as fashion forward during workouts as they do in their daily lives.”

Sweaty Betty is hosting 20 fashion shows in the Hamptons, just outside New York City, giving away yoga mats, activewear and catalogues.

The expansion follows the announcement in March that Sweaty Betty was ramping up its UK store presence by 50 stores.

The business, which won Drapers’ Best Single Brand Etailer Award in 2011 already has 33 stores including concept shops in Harrods and Selfridges.

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