Sweaty Betty Taps Experience Economy

The British athleisure brand — which has 61 stores worldwide — is to open a new London flagship that will plug into the trend for enhanced customer experience. The 3,800-square-foot on Soho's Carnaby Street will include a cafe, a blow-dry bar and a fitness studio. It will be the brand's first permanent dip into experiential retail — if successful, the concept will be rolled out to other locations.

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