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Sweaty Betty to open European flagship on Carnaby Street

London fitness brand, Sweaty Betty, is to open its European flagship store in the heart of one of the capital’s historic shopping streets after upscaling from its current premises.

The brand, which currently leases a store on Beak Street, has taken a 2,200 sq ft corner store at the South entrance of Carnaby Street which will house its full range of clothing, accessories and equipment.

Encompassing ground and basement floors, the new store also features a studio space for wellness and fitness events which the brand said will provide a ‘wider customer experience’.

Simon Hill-Norton of the luxury fitness brand said: “We are so proud to be launching our London flagship at the iconic 1 Carnaby Street. Sweaty Betty first opened in Carnaby in 2002, when Shaftesbury were in full swing of their regeneration of this historic London shopping district.

“We are delighted to upgrade our presence in the area and take up such a prominent corner location in this thriving street.”

After launching at Carnaby 15 years ago, the Sweaty Betty brand’s estate has swelled to over 40 boutiques across the UK, with a further ten in the USA and concessions in upmarket department stores including Harrods, Selfridges and Bloomingdale’s.

Samantha Bain-Mollison, Group Retail Strategy and Leasing Executive at Shaftesbury, which owns and operates Carnaby, said the property firm was pleased that it could support the expansion of a loyal tenant.

She added: “We are pleased to announce this brand new concept for Sweaty Betty who have built a loyal customer base in Carnaby for the past 15 years, and with the increased space can offer a wider consumer experience.

“Shaftesbury is keen to support successful tenants and provide opportunities for development and growth.”

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