Sweaty Betty, the British ladies sportswear brand designed to inspire and empower women through fitness, has partnered with Cegid to help drive their Omnichannel strategy and support their UK and US growth aspirations.
Born in the heart of London’s Notting Hill in 1998, Sweaty Betty has over 30 boutiques across the UK, including concessions in world famous department stores Selfridges and Harrods. Following its UK success, the retailer has now set its sights on the USA and plans to open stores there, including one in New York’s Soho district, which opened last month.
Merging clicks with bricks
Sweaty Betty’s strategy is to empower their customers through their innovative products and by offering a personalised and seamless shopping experience, regardless of whether the customer shops online, in-store or both. To successfully execute this strategy, they identified the need for an Omnichannel merchandising and POS solution to help them gain a 360˚ view of their customers in real-time, ensure product availability across all channels, and deliver a connected shopping experience.
“We’re passionate, bordering on obsessive about delivering an exceptional shopping experience to our customers across all sales channels. Yourcegid Retail will help us achieve this”, says Mark Smith, Sweaty Betty’s CFO.
Conquering the USA
Following the success of the US website, the catalogue and the Hamptons road show, it was clear that Sweaty Betty had to bring their boutiques to the USA, starting with the heart of New York’s fashion district, Soho.
Sweaty Betty needed a retail solution proven in the US market as well as the UK. “The challenge was to find a software partner who understood our business, shared our passion for retail and had the ability to support our US expansion”, says Smith.
“Cegid has helped many UK retailers expand into the US, including Ted Baker and Barbour. This gave us confidencein their ability to support us today and in any future markets we wish to expand into”.
Sweaty Betty anticipates significant efficiencies through improved stock management, better customer service and access to accurate, real time data through Cegid’s web access technology.
All UK stores and the first US store went live last month.