British Activewear Icon Sweaty Betty Lands in Australia
Image from Sweaty Betty via Flaunter
Australia officially welcomes Sweaty Betty, the UK’s cult-favourite activewear brand known for its technical performance, bold prints and sculpting fits with the launch of its dedicated Australian online store and plans for major expansion across the country.
Launching this August, Sweaty Betty enters the Australian market with a curated edit of bestsellers including the cult-status Power Legging. Selling one every minute, it is known for its sculpting silhouette and no-slip waistband.
Founded in London’s Notting Hill in 1998 by Tamara Norton-Hill, Sweaty Betty was created to reimagine activewear with flattering fits, technical fabrics and fashion-forward design that inspires confidence. Today, it’s recognised globally as a brand that champions real women, with performance pieces that work just as hard as they do. That same spirit is led by David and Elle Steans, the Kiwi duo behind The Nevada Company, a family business with over four decades in retail distribution. Together, they introduced Sweaty Betty to the New Zealand market with great success, and saw a clear opportunity to do the same here.
““Women here want high-quality activewear that performs and supports, but also makes them feel like themselves,” says Elle. “Sweaty Betty nails that balance, it’s technical, but never boring. It’s uplifting, colourful, and feminine.””
With bold plans of retail stores rollout from 2026, the business is currently building strategic wholesale partnerships to expand its presence across key lifestyle and fashion retail destinations across Australia. The vision is to create spaces where product, community and purpose meet
“Looking ahead, our goal is to open 20 stores around Australia and build strong partnerships with leading retail groups. It’s early days, but the response has been exciting and we can’t wait to grow the Sweaty Betty community in Australia”, says David. Loved globally for making women feel confident in motion, Sweaty Betty is more than just activewear. It’s a movement that celebrates strength, individuality and style. A new era of performance and style for Australian women begins.
Aussies can now shop the range directly at sweatybetty.com.au, with dedicated shipping and customer care.
About Sweaty Betty
Born in Notting Hill, London in 1998, Sweaty Betty was founded by Tamara Norton-Hill to redefine women’s activewear. With design at its core and performance built into every piece, the brand offers a wardrobe that transitions seamlessly between movement and everyday life. Sweaty Betty is available in the UK, US, Europe and Asia.
About Sweaty Betty Australia (2024) Pty Ltd Sweaty
Betty Australia (2024) Pty Ltd is the exclusive distributor of Sweaty Betty in Australia. The company was launched in July 2024 by Elle and David Steans, who also lead The Nevada Company in New Zealand, a family-run distributor originally founded by Elle’s father in 1978. With a strong track record building global performance brands in the region, they have already made waves distributing Sweaty Betty and Merrell across New Zealand.
For high res imagery along with PR and media enquiries, visit the Sweaty Betty profile here.