- Kristopher Fraser |
Bloomingdale’s on Lexington and 59th has a new tenant, because British activewear brand Sweaty Betty, has opened a 531-square-foot concessions store at the luxury department store’s flagship location in Manhattan. If the new space isn’t enough, Bloomingdale’s has also devoted three of their Lexington Avenue windows to the brand. Sweaty Betty’s new home at Bloomingdale’s Lexington Avenue won’t be its only new home, though.They also have plans to open a similar space at the Bloomingdale’s at The Malls in Short Hills at Short Hills, New Jersey. Currently, Sweaty Betty operates two free standing stores in the U.S., a Greenwich, Connecticut location and a Soho location. A third stand-alone location is expected to open in New York’s Flatiron neighborhood in May.
Bloomingdale’s welcomes activewear brand Sweaty Betty
In regards to their expansion, CEO Simon Hill-Norton was quoted in Women’s Wear Daily saying, “We’ll continue opening stand-alone stores. We have an online business and mail catalogues to the U.S., so we know where our customers are living. The most natural next location will be Los Angeles in the next year or so. We know we have customers on the Upper East Side and we’re happy to serve them through Bloomingdale’s.”
Sweaty Betty’s main customer and fan base is in the U.K. where the brand has grown to sixteen stores in London and twenty-one stores outside of London. They first launched in 1998. While this might be a great move for Sweaty Betty it’s just as great a move for Bloomingdale’s with activewear being such a major trend this year. As one of the few department stores who’ve really embraced the concession model, Bloomingdale’s was one of Sweaty Betty’s most obvious choices to help them expand.
Sweaty Betty is located on the second floor of Bloomingdale’s Lexington Avenue store, a flagship location that is arguably more of a fashion Taj Mahal than a simple shopping destination. The brand will be making its home right next to some other greater labels, including Maje, Sandro, and Ted Baker. Arguably one of the most fashionable activewear brands with their trendy patterns sometimes resembling tie-dye or a paint project, Sweaty Betty should find itself right at home next to these other more ready-to-wear style brands, and be able to give that customer who wants that new Sandro leather jacket their running gear so they can stay high-fashion fit for all their luxury clothing purchases, as well. It’s great to be an activewear brand in 2015, because everyone seems to want a piece from you.