Sweaty Betty
 | |
| Industry | Retail |
|---|---|
| Founded | 1998 |
| Headquarters | London, England, UK |
Key people |
Tamara Hill-Norton (founder) Simon Hill-Norton (founder) |
| Products |
Clothing Sportswear Sports equipment |
| Slogan | Inspiring women to find empowerment through fitness .[1] |
| Website |
sweatybetty |
Sweaty Betty is a British retailer specialising in activewear for women. The brand was founded in 1998 by Tamara and Simon Hill-Norton,[2] with the aim to "inspire women to find empowerment through fitness".[3] As well as Sweaty Betty's own brand of clothing, Sweaty Betty features sportswear from ASICS, Nike, Fitflop and Shock Absorber.[4] The product range in the boutiques and online includes clothing and specialised equipment for yoga, running, dance, pilates, skiing, swimming and workout.
Origins and History
Sweaty Betty was founded in 1998 by Tamara and Simon Hill-Norton with one boutique in London's Notting Hill. By 2003 the company had expanded to five boutiques.
In 2006 Sweaty Betty opened their first concession in Selfridges – this was later followed by one in Harrods.[5]
As of 2013, there are 32 Sweaty Betty boutiques around the UK, as well as a British and American online store. Boutiques are due to open in the USA in autumn of 2013.[6]
Community
Each Sweaty Betty store features a club, where customers can learn about local exercise classes and running clubs. Additionally, Sweaty Betty members can take part in free classes run by local boutiques and fitness Ambassadors as part of the 'Get Fit for Free' campaign.[3]
Boutiques also host Guest Instructor nights where both local and global fitness professionals lead classes and Q&A sessions. Past Guest Instructors have included Barefoot Ted of "Born to Run" fame, founder of Hamptons studio Yoga Shanti Colleen Saidman Yee, founder of Barrecore Niki Rein and the Olympian and founder of Volleybody Zara Dampney.[7]
In summer 2012 the company organised a series of guided sightseeing runs around London from their various boutiques under the banner "Run Britannia".[8]
Collaborations
In 2010 the company worked with the charity Breast Cancer Care as their official clothing partner. As part of this, Sweaty Betty raised money for the charity by providing bibs for competitors participating in events such as the London Marathon.[9]
In 2013, Sweaty Betty collaborated with the English National Ballet to create its SS13 dance range.[10]
Sweaty Betty also has a renewed collaboration with Cowshed, a British retailer of natural and organic beauty products.[11]
Awards
In 2001, Sweaty Betty was named Sports Industries Federation Sports Retailer of the year[12]
Tamara Hill-Norton, Sweaty Betty's founder and Creative Director, was named the Harpers and Queen Entrepreneur of the Year in 2003.[13]
In 2007, Sweaty Betty was awarded the Customer Service Initiative at the Drapers Awards.[13]
In 2009, a Sweaty Betty boutique was awarded the Best Store Interior of the Year at the Retail Interiors Awards.[14]
In 2011, Sweaty Betty was awarded the Drapers Best Single-Brand Etailer Award.[13]
In 2013, Sweaty Betty won 'Most Active' as part of Britain's Healthiest Company Awards, a joint collaboration between Mercer, PruHealth and the Daily Telegraph.[13]
Environmental Record
All catalogues are made from certified FSC paper. In 2011, Sweaty Betty also discarded the plastic wrappers to make catalogue distribution more environmentally friendly.
Boutiques distribute 'Bags for Life' to customers to reduce their carbon footprint, and use timers to save electricity.[15]
Core Beliefs
As part of Sweaty Betty's purpose, the website lists a series of 'Core Beliefs' that guide the company's decisions.
The main purpose is "to inspire women to find empowerment through fitness."
Others include: 'healthy + fit = happy', 'doing things differently', 'practising what we preach' and 'earning our place' in communities with local Roadshow campaigns and Ambassadors.[16]
References
- ↑ Sweaty Betty. UK: Sweaty Betty. 2012. Retrieved 28 June 2013.
- ↑ "Sweaty Betty". Shopping Centre. 11 May 2006. Archived from the original on 23 August 2012. Retrieved 23 August 2012.
- 1 2 Arvanitakis, Xanthe (5 April 2006). "Retail choice: Sweaty Betty". Marketing. Archived from the original on 21 June 2012. Retrieved 21 June 2012.
- ↑ Robson, Julia (19 February 2003). "The ex-directory: Sweaty Betty". The Daily Telegraph (London: Telegraph Media). ISSN 0307-1235. OCLC 613316876. Retrieved 1 July 2012.
- ↑ "Little Black Book". Europe Intelligence Wire (Financial Times). 15 April 2012. Retrieved 1 July 2012.
- ↑ "Boutiques". UK: Sweaty Betty. 2012. Retrieved 23 August 2012.
- ↑ http://www.sweatybetty.com/colleen-saidmann-yee-artlcolleen/
- ↑ "Run Britannia". UK: Sweaty Betty. 2012. Archived from the original on 23 August 2012. Retrieved 23 August 2012.
- ↑ Sweaty Betty Company Scrapbook
- ↑ http://diaryofadashingfashionista.com/2013/01/11/friday-fashion-fix-sweaty-betty-x-english-national-ballet/
- ↑ http://www.sweatybetty.com/cowshed-collaboration-artlcowshed/
- ↑ CASE STUDY: Sweaty Betty locates success
- 1 2 3 4 http://www.sweatybetty.com/scrapbook-artlscrapbook/
- ↑ http://www.sweatybetty.com/autobiography-artlautobiography/
- ↑ http://www.sweatybetty.com/credentials-artlnobody/
- ↑ http://www.sweatybetty.com/our-purpose-artlourpurpose/