British activewear brand Sweaty Betty has selected Rebel Sport as its first Australian brick-and-mortar retail partner, with a national rollout across 10 stores to come from July 15.
This comes a year after the brand first entered the Australian market via direct-to-consumer channels, including a dedicated online website and a rollout across The Iconic.
According to Sweaty Betty, choosing Rebel as its first retail partner is deliberate. The brand highlighted Rebel’s high national footprint – 162 stores Australia-wide – as well as an increasingly fashion-conscious active customer and a retail environment that can hold a premium brand without diluting it.
"Sweaty Betty has built one of the most passionate communities in activewear globally, and Australian customers have been part of that conversation for years,” The Nevada Company’s Elle Steans said, which is the local distributor for Sweaty Betty.
“Partnering with Rebel gives us the opportunity to meet that demand where it lives in-store and in person, nationwide.”
Rebel will stock a curated edit of Sweaty Betty’s core performance staples alongside new seasonal arrivals in various prints and colourways.
This includes top and bottom sets, tees, transeasonal zip-up jackets, tracksuits and cross-body bags.
Launch stores include four Rebel stores in New South Wales – Bondi, Broadway, Chatswood and Miranda – as well as Eastland, Emporium, Highpoint and Fountain Gate in Victoria, and Claremont, WA and Everton Park, QLD.
Prices range from $69 to $229 AUD.