Sweaty Betty reveals higher sales as demand for leggings boosted by lockdown workouts



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weaty Betty boosted sales in 2020 after seeing high demand for ‘bum-sculpting’ leggings and other activewear during the pandemic, the retailer has revealed.

The company, which was founded in 1998 in Notting Hill, said it continued to grow last year, “despite the exceptionally challenging global environment, and with stores closed for most of the year”.

Sweaty Betty said in 2020 it made a profit and there was “triple-digit digital growth”. Total revenues increased around 60%.

It added that customers had remained active during Covid-19 lockdowns, with a number of people working out at home using Sweaty Betty online fitness videos.  

Those doing exercise outdoors flocked to buy £85 ‘bum-sculpting’ leggings with an all-over reflective print to help customers be seen when running in low light. 

The firm’s loungewear range, including hoodies, also performed well.

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Chief executive Julia Straus said: “The world has been turned upside down by Covid-19, and we’ve focused on supporting our customers through this time with product to support their fitness and lifestyle needs, and wellness content.”

There was also growth a year earlier, with  recently filed accounts showing turnover rose 27% to £80 million in 2019, and losses had narrowed to £1.2 million from a £3.8 million loss.

The brand invested throughout 2019 in ecommerce, helping online sales grow to represent around 46% of total sales during that year.  

Sweaty Betty has 46 standalone shops in UK, a handful in Hong Kong, and in addition has concessions, including in over 50 Nordstrom stores in the US.  

The firm is owned by private equity group L Catterton,  Wittington Investments and founders Tamara Hill-Norton and Simon Hill-Norton.