Carte Blanche has created the identity and interiors for Sweaty Betty, a women’s sportswear shop aimed at body-conscious 20-30-year-olds. The first shop opened on 14 November in London’s Westbourne Grove.
Sweaty Betty is a start-up operation, founded by ex-Knickerbox buyer Tamara Hill-Norton.
“No one is catering for women properly in the sports market. And with the increase in health and fitness activity we thought there would be a demand for this kind of outlet,” says Hill-Norton, who worked on the name with Carte Blanche.
“The name is intended to be quite amusing and to attract attention. The interiors reflect that,” says a Carte Blanche spokeswoman. Hill-Norton is currently looking for further sites and hopes to open around ten new outlets in the next few years.