Why Selfridges is tapping into community-led sportswear brands like Sisterly Tribe

As luxury retail continues to evolve, Selfridges is proving it’s as much about community as it is about curation. The department store’s latest brand addition - Scandinavian athleisure label Sisterly Tribe - shows just how in tune it is with today’s value-led consumer.

Founded by Kristin Hars, Sisterly Tribe has built a global following thanks to its minimalist aesthetic, technical performance fabrics and its community-led approach to brand building. The label has even recently caught the attention of 'it girl' Hailey Bieber, who is renowned for leading brands to sell out.

 

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"Launching in Selfridges is a proud milestone for me as a founder and for the brand," says founder Kristin Hars. "It’s a recognition of the vision we’ve been building since the start: a global brand rooted in Scandinavian design, wellness and sisterhood."

Having lived in London for many years, Hars describes the launch as a full-circle moment. "I’ve spent a lot of time in Selfridges, both personally and through the brands I’ve worked with. It’s always been a place that’s inspired me. Seeing Sisterly Tribe there now just feels incredibly special."

The brand’s presence at Selfridges includes best-selling core pieces along with new arrivals such as the Courtside and Balletcore collections. The focus is on technical fabrics, flattering shapes and minimalist style that transitions effortlessly from reformer class to coffee run.

"We bring a more feminine, lifestyle-driven take on activewear grounded in Scandinavian simplicity and a holistic approach to wellness," says Hars. "Our pieces are crafted from technical fabrics that are both sculpting and soft, designed with intention."

The UK has become one of Sisterly Tribe’s fastest-growing markets, and Hars sees the Selfridges partnership as an exciting next step, but one that’s been carefully considered. "Selfridges stands for thoughtful curation, innovation and elevated style, values that closely align with ours. As a brand that has primarily grown online, stepping into physical retail is a big moment. We’re being selective about where and how we show up, and this felt like the perfect match."

Community has played a foundational role in getting the brand to this point. "It’s been at the heart of everything," Hars says. "We’ve grown through dialogue, feedback and shared experiences - from daily DMs to real-life moments like pop-ups, wellness classes, dinners and cinema nights. This opportunity with Selfridges is a reflection of that journey. We’re here because of the women who wear and support us."

Sisterly Tribe isn’t planning to just sit on Selfridge's shelves, however. Hars reveals that wellness-focused events are already in the works for autumn. "Being present at Selfridges finally gives our community the chance to experience Sisterly Tribe in person, something they’ve been asking for. We’re also exploring more ways to bring our world to life through in-store moments and community activations."

For Hars, the brand’s ability to connect on a deeper level is part of what makes it a natural fit for a space like Selfridges. "Luxury is no longer just about exclusivity, it’s about emotional connection, values and lifestyle alignment... Consumers are craving more meaning in the brands they support."

Looking ahead, she’s clear about what growth looks like. "It’s as much about depth as it is about reach. While we’re looking to expand selectively, our focus is on building a meaningful global brand that resonates with and inspires our community. That might include more physical presence, but more importantly, it means continuing to listen, evolve and create pieces and experiences our community genuinely wants to be part of."

Now joining a line-up that includes the likes of Alo Yoga, TALA and Adanola, Sisterly Tribe is part of Selfridges’ ongoing effort to meet the rising demand for elevated, community-driven activewear. With its roots in wellness and a clear design philosophy, the brand feels right at home among the new wave of labels shaping what luxury sportswear looks like today: purpose-led, emotionally resonant and aligned with women's daily routines.