Sweaty Betty

Sweaty Betty is a London-founded women's activewear brand started in 1998 by Tamara and Simon Hill-Norton. It has been owned by Wolverine World Wide since August 2021.

What is Sweaty Betty?

Sweaty Betty is a premium women's activewear and sportswear label based in London. It was founded in 1998 by Tamara Hill-Norton and Simon Hill-Norton and is known for clothing designed for fitness, yoga and everyday wear.

History

According to Wikipedia, Wolverine World Wide bought the company in August 2021 for 300 million pounds. Wolverine is a US footwear group; the source consulted does not record any later change of ownership, so readers should verify the current position with the company.

Products and positioning

The brand sells women's activewear, clothing, sportswear and some sports equipment. It is positioned in the premium segment of the women's performance market, alongside brands such as Lululemon.

Business model and distribution

Sweaty Betty combines its own boutiques with department store concessions and online stores. Wikipedia reported, as of May 2022:

• 47 UK boutiques
• 14 UK department store concessions
• 49 US department store concessions
• 17 shops or concessions across Canada, Germany, Hong Kong, Ireland and Singapore
• Online stores for the UK and the US

These figures are dated and may have changed.

Why it matters

Sweaty Betty is one of the most visible British women's activewear brands, and its sale shows how US footwear groups have sought direct-to-consumer apparel brands to widen their portfolios.

Frequently asked questions

Who owns Sweaty Betty?

Wolverine World Wide acquired Sweaty Betty in August 2021, according to Wikipedia. The source does not record a later change of owner.

Where is Sweaty Betty from?

Sweaty Betty is a British brand founded in London in 1998 by Tamara and Simon Hill-Norton.

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