Sportswear Label Sweaty Betty opens first Asian store

Sportswear label Sweaty Betty has made its Asian debut, opening a store at Hong Kong’s IFC mall.

The British retailer, often described as a premium competitor of Canada’s Lululemon, specializes in women’s activewear. It was founded by Tamara and Simon Hill-Norton.

The Hong Kong store features the brand’s entire range as well as the add-on services popular at its London flagship, including monogramming, free-flow kombucha tea, personal shopping and yoga sessions.

In an interview with Vogue magazine, Tamara Hill-Norton, who is also the label’s creative director, said the brand’s signature leggings are approaching the perfect fit.

“We worked so hard on it – the gusset, the high hem, the seaming details – all of it is so important,” explained Hill-Norton. “We have a big focus on the fit and the team really pays a lot of attention to how it looks on a woman’s body.”

Sweaty Betty has a network of more than 60 shops, mostly in the UK and the US.