London-based premium women’s sports brand Sweaty Betty has opened a store in upscale US ski resort Aspen today in time for the forthcoming ski season.
The seasonal store will be dedicated skiwear and apres-ski; a growing category for the business, which was founded almost 20 years ago.
“Having skied for more than 30 years, Aspen has always been a dream location of mine for Sweaty Betty. With some of the best slopes and après ski in the world, it’s the perfect place for our new seasonal shop to open,” founder and director Tamara Hill-Norton told WWD.
Sweaty Betty now operates almost 50 stores in the UK and 14 in the US, as well as its e-store. Earlier this year it unveiled its new experiential London flagship, dubbed No 1 Carnaby, which also stages fitness classes and is home to a cafe and blow dry bar.