In 1998, Tamara and Simon founded Sweaty Betty with a focus on pioneering the women’s premium activewear category in the UK and since that time have successfully created a worldwide brand designed by women for women. In 2015, L Catterton, the largest global consumer-focused private equity firm (who also sold its stake as part of the transaction), partnered with Sweaty Betty to accelerate its growth across channels and geographies, successfully establishing them as a global brand with omni-channel presence across three continents. Sweaty Betty’s partnership with WWW will see them continuing to focus on international growth whilst maintaining their core mission – to empower women through fitness.
The cross-practice team was led by head of retail and consumer Tom Leman and wellbeing lead Samantha Lewis, with significant support from intellectual property experts by George Campbell and Florian Traub, head of information law Claire Edwards and property associate Mark Passant.
Commenting on the deal, Tom Leman said:
“We have worked with Simon and Tamara and the team at Sweaty Betty for over fifteen years and have enjoyed watching them grow into the successful global brand they are now. Most recently their partnership with L Catterton and Wittington Investments Limited has supercharged their digital profile and the move into international markets. It’s been great to have been alongside Sweaty Betty for the journey and we are looking forward to building the relationship under their new ownership”
Samantha Lewis added:
“Sweaty Betty’s mission to empower women is clearly one that resonates with the market, not just in the UK but globally. It is really exciting to see a purpose driven organisation go from strength to strength and to know that as it does it is helping to support a global community of strong active women.”
This transaction is another example of the team’s vast experience across both lifestyle brands and sports and athleisure more broadly following their recent work on investments into nutritionally complete food brand, Huel, womenswear brand, The Fold and CrossFit gym and sports retailer, WIT Fitness, and the sale of cycling brand, Rapha Racing.