Sweaty Betty touches down in Aspen for ski season

today Nov 21, 2017
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Sweaty Betty may not be the name that immediately springs to mind when you think of ski resorts but with outdoor apparel specialists increasingly invading its workout/athleisure realm, it’s only fitting that the traffic should go both ways.

Sweaty Betty

The UK-based premium brand has opened a ski season store in Aspen, Colorado, the best known upscale ski resort in the US, just as the season starts to get under way there.

Echoing the overall gym-to-street positioning of its other lines, the 20 year-old firm will focus on both skiwear and après-ski at the new store with the category being a growing one of the brand.

In a blog post, founder and creative director Tamara Hill-Norton said: “With some of the best slopes and après ski in the world, [Aspen] is the perfect place for our new retro ski collection and printed base layers.” 

The company currently has nearly 50 UK stores and 14 already in the US as well as a thriving online retail business. As well as making the most of omnichannel opportunities, it’s also working hard to ensure that its physical space offer a full range of experiences as well as just product.

That  was seen in its opening this year of its No 1 Carnaby central London flagship that includes fitness classes plus services such as a café and a blow-dry bar.

Aspen is a magnet for premium and high-end product and activity brands during the ski season and this year SoulCycle is also opening a pop-up studio there from December 21 to January 1, where spin addicts can continue to get their cycling fix while on holiday.

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