Sweaty Betty, the $30 million U.K.-based activewear company, will open its first U.S. store next month in New York’s SoHo neighborhood.
While builders are finishing up the nearly 1,000-square-foot space at 77 Mercer Street, construction is already under way in Greenwich, Conn. for a second boutique that will be about the same size. That one will open in late September at 200 Greenwich Avenue. The 15-year-old company has 33 boutiques including concept shops in Harrods and Selfridges. To spread the word about the brand, Sweaty Betty has a team Stateside hosting 20 trunk shows in the Hamptons, giving away yoga mats, activewear and catalogues.
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