AN UPMARKET sportswear brand has opened a new shop in the city centre.
Sweaty Betty, which specialises in women’s activewear, has opened its latest branch in East Street, Brighton.
The brand moved from its former location in Regents Arcade to its new spot in The Lanes on Friday.
It has taken over from the old Phase Eight store, which closed during lockdown.
Photos taken from inside the shop show pristine rails filled with the brands well-known figure-hugging leggings, training tops and loungewear.
Kamila Feterlich, store manager at Sweaty Betty, said she hopes the new location will bring new customers and provide an engaging shopping experience.
She said: “We have definitely got higher footfall here because we are much more visible.
“It’s also great that the new shop is so bright and vibrant.
“It’s also really good to see people’s shopping habits returning to normal after lockdown.
“People in Brighton seem a little bit more settled and happier to be out and about again.”
Sweaty Betty enjoyed a boost in sales last year after seeing high demand for leggings and other activewear during the pandemic.
Kamila, who has worked for the brand for more than seven years, said she has noticed a change in the way people are choosing to exercise post-lockdown.
She said: “People were trying to do what they can, and I think more people took up running or outdoor training when studios and gyms were closed, and that’s stayed really popular.
“When we reopened after the first lockdown, lots of people came in asking for advice about clothes for running.
“I think people definitely took the opportunity to get more into training and exercising.”
Sweaty Betty was founded in Notting Hill in 1998 by Tamara Hill-Norton and husband Simon Hill-Norton.
The pair spend time living between their London home and their weekend home in West Wittering.
Their brand has rapidly expanded to operate its own chain of stores across the UK and Asia, while it also operates concessions in the likes of Selfridges and 99 Nordstrom stores in the US.
Earlier this year, Sweaty Betty confirmed that it has struck a deal to be acquired by footwear and lifestyle group Wolverine Worldwide for around £300 million.
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