ABSTRACT
Case Summary The retailing of sports goods tends to be focused on the male market with, until recently, female customers treated as an afterthought, if thought about at all. Fed up with the inadequacy of the retail offer for women, Tamara Hill-Norton set up sweatyBetty in 1998. sweatyBetty is a women-only high street retailer (‘activewear boutique’) best described as retailing a contemporary fusion of sportswear, swimwear, outdoorwear and gymwear. This case examines the rationale behind the establishment of the business concept, the stores and the company’s subsequent expansion in the UK. The case encourages consideration of aspects of business development and strategy, market analysis and marketing, retailing and shopping, branding and ways of having and generating fun, commitment and community in a business setting.
