Sweaty Betty touches down in Aspen for ski season

By

Sandra Halliday

Published
Nov 21, 2017

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.

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.