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British activewear brand relaunches website for mobile

British activewear brand Sweaty Betty has launched a new responsive website, as it looks to deliver a better shopping experience on mobile devices and push into new markets.

The retailer is now able to curate the range it displays online for different international markets and serve up more personal and engaging content through a shoppable Instagram feature, new enhanced lookbook and educational guides.

The retailer said the new site is also faster, a crucial factor for mobile shoppers, who now drive 60 per cent of the traffic to Sweaty Betty’s e-commerce site.

Simon Hill-Norton, Sweaty Betty CEO, noted how much has changed since he and partner Tamara launched the brand’s first e-commerce site in 2000, two years after opening their bricks-and-mortar store in Notting Hill.

“When Tamara and I founded Sweaty Betty 20 years ago, our clear mission was to empower women through fitness and beyond. We launched our first website in 2000 to provide an omnichannel customer experience alongside our stores,” he said.

“Our customer now uses mobile devices in so many areas of her life so this upgrade of our site comes at a critical time. So many of our customers are busy women leading active lifestyles, therefore, we wanted to create a seamless online shopping experience with elevated product imagery and enhanced video.”

Sweaty Betty has 60 stores from London to San Francisco, plus concessions in Nordstrom, Selfridges, Harrods and Bloomingdales. The website receives over 1 million visits per month.

“E-commerce represents a vital and growing part of our business – not only in terms of online sales but, as an omnichannel retailer in terms of better understanding and supporting our customer. We want to ensure they have the same positive experience when engaging with us, no matter when and how they shop,” Hill-Norton said.

Sweaty Betty worked on the website relaunch with Tryzens.

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