Sweaty Betty Opens Bloomingdale’s Concession

NEW YORK — Sweaty Betty, the British activewear brand, has unveiled a 531-square-foot concession at Bloomingdale’s 59th Street flagship. Three of the retailer’s six Lexington Avenue windows are devoted to the brand. A similar space is set to open in May at Bloomingdale’s at the Mall at Short Hills in Short Hills, N.J. and the retailer is in active discussions about further expansion, said Brooke Jaffe, operating vice president and fashion director of ready-to-wear. Sweaty Betty operates two freestanding stores in the U.S., one in Greenwich, Conn., and another in SoHo. Simon Hill-Norton, chief executive officer of Sweaty Betty, said a stand-alone store will open in the Flatiron District at the end of May. Hill-Norton’s wife, Tamara, is the founder of Sweaty Betty. “We’ll continue opening stand-alone stores,” Hill-Norton said. “We have an online business and mail catalogues to the U.S., so we know where our customers are living. The most natural next location will be Los Angeles in the next year or so. We know we have customers on the Upper East Side and we’re happy to serve them through Bloomingdale’s.” A feature of some Sweaty Betty stores is a yoga studio where customers can “stretch it out with the team.” Since launching

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