Situated next door to Theory and just down the street from spots like Exhale and David Barton Gym, Sweaty Betty‘s Upper East Side store is a new fashion-meets-fitness hotspot that wants to right in the healthy path of the fit, lunch-loving, stroller-pushing uptown crowd.
The Madison Avenue store, which opened February 29, is the third in New York City (after Flatiron and Soho) for the UK activewear brand known for its edgy collections and designer collaborations. With bright, statement-making prints and graphic cutouts, Sweaty Betty brings a dose of playful British wit and chic styling to traditional workout wear.
“The women of the Upper East Side really live and breathe the Sweaty Betty lifestyle,” says the brand’s founder and creative director Tamara Hill-Norton. “With more fitness studios opening in the area and Madison Avenue having such a history of being a hub for the fashion-minded, deciding where to open our third boutique in New York was easy.”
And though the brand still has a relatively small presence in the US (compared to brands like Lululemon, at least), this will be the company’s 50th store worldwide.
As in their other UK and US stores, the Madison Avenue location will play host to weekly workout classes (free of charge to customers who sign up on their website) and fitness-related events.
And in a nod to their British roots, you’ll find Union Jack cushions lining the seats in the shop and dressing rooms named after London store locations (think Notting Hill and Wimbledon).
But this is hardly the last stop on Sweaty Betty’s quest for global athleisure domination. “We are busy looking for additional locations in the US,” confesses Hill-Norton. “We hope to launch at least three more stores here this year, including at least one outside of New York and LA.” Cheers to more leggings for you.
Sweaty Betty, 1153 Madison Avenue, New York, NY 10028, (212) 320-9724, sweatybetty.com
Another activewear brand making big moves, with 20 stores planned for this year? Check it out here…