Sweaty Betty opens concept store at Battersea Power Station

Activewear brand Sweaty Betty has unveiled its first concept store ‘The Powerhouse' at London’s latest shopping destination, Battersea Power Station.

At 2,400 sq ft, the new unit is the brand’s largest out of 84 stores across the globe. The concept for both the brand and the store is to empower women through fitness and quality activewear, such as through its "confidence-inducing" bum-sculpting leggings.

Julia Straus, the CEO of Sweaty Betty commented: “In an increasingly competitive activewear market, Sweaty Betty continues to stand out. Bold and bursting with personality, The Powerhouse is a perfect physical expression of our distinct brand positioning. We obsessed over every detail to deliver a world-class experience customers can feel. I can’t wait to open our doors and welcome them in.”

Before entering the open space in the iconic Battersea Power Station, consumers are met with a glossy window design with music output from supersized speakers. The mannequins and design accents are dressed in Firebird, the label's newest colourway that was exclusively designed with Pantone.

The brand has acquired many loyal followers over the past 25 years, leading them to design the space with these empowered women in mind.

Each aspect of the store’s design is considered, from seating to encourage connection and conversation, to The Power Pods that are double the size of standard fitting rooms. The open plan and minimalist aesthetic is roomy enough for customers to practice yoga or their favourite forms of exercise while trying on activewear to ensure the perfect fit.

The Powerhouse will also take part in Sweaty Betty’s sustainable initiative. In partnership with SOEX, staff will accept pre-loved pieces in-store, preventing over 30,000 garments from heading to landfill.