British activewear retailer Sweaty Betty was founded by husband and wife Simon and Tamara Hill-Norton in 1998, opening its first boutique store in Notting Hill, London. The brand now has over 50 stores in the UK and more in the US and Hong Kong, as well as concessions in department stores Harrods and Bloomingdales. Sweaty Betty’s flagship Carnaby Street store features a café, blow-dry bar, and exercise studio. Its ambition to be a community hub translates into its online strategy that combines high-quality content with a strong social element, including making Instagram content shoppable. Its website acts a fitness hub of social and editorial content, as well as its bookable classes. Like Canadian counterpart Lululemon, Sweaty Betty has a focus on personalisation, data management and stock visibility, but has yet to invest in RFID technologies due to the costs involved.