British Activewear Brand Sweaty Betty Launches in Turkey Under SPX

Sweaty Betty, a renowned British women's activewear brand, has officially entered the Turkish market under the umbrella of SPX. The London-based global sportswear brand has started its operations in Turkey through SPX stores, with the launch event taking place today at the SPX Park area in Kemerburgaz City Forest. The event, called Sisters’ Day, saw participants engaging in activities such as yoga, zumba, and breathing exercises.

Ayca Demiryas, the Brand Director of SPX, highlighted the ethos and product range of Sweaty Betty during her speech at the event. She emphasized the brand’s commitment to "celebrating sisterhood and the unique beauty of every woman in her own body." Demiryas stated, "SPX is not just a sportswear brand; it offers a lifestyle with innovative products that simplify your life during the toughest moments. Sweaty Betty, which will be exclusively available in SPX stores in Turkey, is poised to become the brand for women with endless energy. From yoga to pilates, running to fitness, and zumba to high-adrenaline sports, Sweaty Betty pieces can even be combined with your blazer jackets."

What is Sweaty Betty? Sweaty Betty is a British retailer specializing in women's activewear, founded by Tamara and Simon Hill-Norton. The brand has over 50 boutiques in the United Kingdom, six boutiques in the United States, and concessions in department stores such as Harrods and Bloomingdale's. In August 2021, Sweaty Betty was acquired by the American apparel manufacturer Wolverine Worldwide.

The history of Sweaty Betty dates back to 1998, with its first boutique opening in Notting Hill, London. By 2003, the brand had expanded to five boutiques. In 2006, Sweaty Betty opened its first concession in Selfridges, followed by another in Harrods. As of 2016, there were over 40 boutiques across the UK, six in the US, and four department store concessions, along with British and American online stores.

In 2019, Sweaty Betty's website was targeted by cybercriminals who inserted malicious code to capture customer card details during the checkout process. In August 2021, the brand was acquired by Wolverine Worldwide for £300 million. By May 2022, Sweaty Betty operated 47 boutiques and 14 department store concessions in the UK, 49 department store concessions in the US, and 17 boutiques and concessions in Canada, Germany, Hong Kong, Ireland, and Singapore. Online stores for the British and American markets also remain operational.

Sweaty Betty has received several accolades over the years, including the "Sports Retailer of the Year" award from the Sports Industries Federation in 2001. In 2015, it won an award for "Healthiest Employees" as part of Vitality Health Insurance's Britain’s Healthiest Workplace Awards.

The entry of Sweaty Betty into the Turkish market marks a new era in women's activewear, with the brand expected to attract the interest of active women across Turkey. The exclusive availability of Sweaty Betty products in SPX stores ensures a unique shopping experience for those seeking high-quality activewear.