Profile of Sweaty Betty: a trailblazer in women's fitness wear

18 pages, published in Issue 53, 2nd quarter 2015   Report price: Euro 395.00; US$ 520.00

Sweaty Betty is a UK-based provider of premium activewear apparel garments which incorporate a combination of high-performance fabrics and fashion styling. The Sweaty Betty brand has become highly distinctive and enjoys a cult-like following from affluent women who view exercise as an integral part of healthy living. The brand is also very popular with fashion enthusiasts and celebrities. Furthermore, the company is well known for promoting a healthy lifestyle and for its unique corporate ethos – particularly its commitment to the wellbeing of its staff. Since its foundation in 1998, it has enjoyed rapid financial growth. This has been attributed largely to the company's success in targeting the athleisure market sector, which is expanding rapidly. Sweaty Betty has recently established a retail network on the East Coast of the USA, and plans are well under way for further expansion in the country – aided by financial backing from Catterton, a private equity firm. This report provides an overview of the development of Sweaty Betty since its foundation, as well as the company's products and the technologies they incorporate. Also, the report discusses the company's mission, corporate ethos and strategy, distribution, sales and marketing, competition and financial performance, and provides an outlook for the future.

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