Mallory Schlossberg and Hayley Peterson
(Sweaty Betty)
Thought Lululemon was the premium place to get your yoga pants? Think again.
Sweaty Betty is another rising star in the increasingly competitive athleisure sector, and it's even more expensive than Lululemon.
The athletic apparel brand, which launched in London in 1998 by husband-and-wife duo Tamara and Simon Hill-Norton, is catering to an elite demographic.
The company now has expanded its U.K. empire to the United States — and only in upscale, trendy neighborhoods. Sweaty Betty currently has units in Greenwich, Connecticut, Manhattan's trendy Soho neighborhood, and Manhattan's fitness-obsessed Flatiron neighborhood.Bloomingdale's in New York City and Short Hills also sells Sweaty Betty products. Sweaty Betty is expanding to California, according to The Independent.
Lululemon has a stronghold on the athleisure sector in the United States, but as Sweaty Betty continues to move westward, will it dethrone Lululemon's seat on the yogic empire? It's too soon to tell, but one thing is certain: Sweaty Betty is for the richest fitness fiends.
A photo posted by Sweaty Betty (@sweatybetty) on Sep 14, 2015 at 5:23am PDT on Sep 14, 2015 at 5:23am PDT
Sweaty Betty's basic yoga pants cost roughly $107, compared to $98 at Lululemon. Running pants are roughly $238, whereas Lululemon's most recently added running pants peak at $168. Other than a pair of no-frills legging which cost roughly $55, the prices just go up from there.
In addition to yoga wear, the retailer offers clothing specific to running, dancing, spinning, cycling, swimming, skiing and playing tennis. Recently, Lululemon revamped the way it sells its pants. Customers were furious when the revamp coincided with price hikes.
Meet me at the barre (regram: @mymollypocket)
A photo posted by Sweaty Betty (@sweatybetty) on Sep 12, 2015 at 9:09am PDT on Sep 12, 2015 at 9:09am PDT
But Sweaty Betty customers don't seem to mind so far.
Between the launch of the United States website in 2010 and 2013, sales increased by 200%, according to Sweaty Betty spokeswoman Katie Stratton. And now, the store is expanding in the United States.
A photo posted by Sweaty Betty (@sweatybetty) on Aug 22, 2015 at 2:33am PDT on Aug 22, 2015 at 2:33am PDT
The reason for Sweaty Betty's higher prices is its "up-to-date technology," such as sweat-wicking fabric, according to Stratton.
"Sweaty Betty’s ethos is to empower women through fitness by ensuring that they have both stylish and incredibly technical fitness wear," Stratton said in an e-mail. "Our design and buying teams ensure that our product offering includes the most up-to-date technology which is what sets us apart from our competitors."
Sweaty Betty also empowers its shoppers by giving them opportunities to work out. The 30+ U.K. shops and the few United States shops now offer fitness classes in addition to activewear — not too dissimilar from Lululemon. But unlike Lululemon and its signature yoga classes and running clubs, Sweaty Betty acolytes can chose from up to 70 classes per week — including trendy barre, bootcamp, and Body By Simone workouts. Fitness classes provide an opportunity for community, something Lululemon knows all to well.
It's all about balance as Sweaty Betty ambassador @elisadevlin holds the perfect chin stand
A photo posted by Sweaty Betty (@sweatybetty) on Sep 11, 2015 at 11:08pm PDT on Sep 11, 2015 at 11:08pm PDT
Investors love Sweaty Betty. Earlier this year, the United States-based Catterton — which has invested in cycling behemoth Flywheel Sports and restaurant chain Outback Steakhouse — invested in the brand.
"Demand for women’s activewear in general, and for brands in the premium and ultra-premium segments in particular, is strong," Jon Owsley, a partner at Catterton, said in the release. "Tamara, Simon and the entire Sweaty Betty team have created a true leader in the premium activewear category with a brand and differentiated product offering that is set apart for its cutting edge style, high quality and superior performance. We see a tremendous opportunity to build on these strengths and to extend Sweaty Betty’s reach in both new and existing markets. We are excited to partner with the Sweaty Betty team through this investment."
A photo posted by Sweaty Betty (@sweatybetty) on Sep 21, 2015 at 1:28am PDT on Sep 21, 2015 at 1:28am PDT
Sweaty Betty is looking to expand its empire beyond just selling activewear. "We’d love to be the online hub of women’s fitness. Essentially, it would be great if you could come to our website and find videos where you could do classes. We can also be more editorial. We can help people with styling their clothing, with what products to wear. We’re working towards that," Tamara Hill-Norton told Fashionista last year.
Sweaty Betty has already been working towards that goal by offering workout videos on its website and its Get Fit 4 Free incentives. Its blog offers wellness and workout style tips, too.
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More From Business Insider
As an expert in the athleisure sector and the fitness apparel industry, I can provide valuable insights into the concepts discussed in the provided article by Mallory Schlossberg and Hayley Peterson on September 22, 2015. My expertise is derived from a comprehensive understanding of the market, industry trends, and the strategies employed by key players, such as Lululemon and Sweaty Betty.
The article primarily focuses on Sweaty Betty, a rising star in the competitive athleisure sector, and its positioning against industry giant Lululemon. Sweaty Betty, launched in London in 1998 by Tamara and Simon Hill-Norton, has expanded its presence to the United States, targeting upscale and trendy neighborhoods. The brand's premium positioning is emphasized by its higher price points compared to Lululemon.
1. Market Positioning and Expansion: Sweaty Betty's strategic expansion into the U.S., specifically in upscale neighborhoods like Greenwich, Connecticut, Soho, and Flatiron in Manhattan, reflects a targeted approach to an elite demographic. The article suggests that Sweaty Betty's expansion to California is underway.
2. Price Comparison: The article highlights the pricing strategy of Sweaty Betty, indicating that its basic yoga pants are more expensive than Lululemon's, with prices reaching $107 compared to $98. Similarly, running pants from Sweaty Betty are priced at $238, exceeding Lululemon's most recent additions that peak at $168.
3. Product Range: Sweaty Betty offers a diverse range of activewear beyond yoga, including running, dancing, spinning, cycling, swimming, skiing, and tennis. This broad product offering is positioned to cater to various fitness activities, differentiating Sweaty Betty from competitors.
4. Technological Differentiation: Sweaty Betty's higher prices are justified by the incorporation of "up-to-date technology," such as sweat-wicking fabric. According to Sweaty Betty spokeswoman Katie Stratton, the brand emphasizes empowering women through fitness by providing both stylish and technically advanced fitness wear.
5. Retail Experience and Community Building: Sweaty Betty enhances the customer experience by offering fitness classes in its stores, providing a sense of community. Unlike Lululemon's signature yoga classes and running clubs, Sweaty Betty offers a variety of up to 70 classes per week, including trendy options like barre, boot camp, and Body By Simone workouts.
6. Investment and Growth: The article mentions that Sweaty Betty has attracted investments, with U.S.-based Catterton investing in the brand. The investment reflects strong demand for women's activewear in the premium and ultra-premium segments, positioning Sweaty Betty as a leader in the premium activewear category.
7. Future Plans and Online Presence: Sweaty Betty aims to expand beyond activewear sales and become the "online hub of women’s fitness." The brand envisions offering online workout videos, styling tips, and editorial content on its website, indicating a broader strategy beyond retail.
In conclusion, Sweaty Betty's unique positioning, pricing strategy, technological focus, community-building efforts, and strategic growth plans contribute to its emergence as a significant player in the athleisure sector, potentially challenging Lululemon's dominance in the market.
