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Madison Avenue isn't short on newcomers these days — there's the Sonia Rykiel boutique that opened last week, the Met Breuer's debut in March, and a whole slew of fancy stores that are "coming soon" — but apparently still felt the need to add Sweaty Betty. The British activewear label opened to the public on Leap Day, reports Well + Good, in a space that was formerly occupied by the children's brand Ruum.
"The women of the Upper East Side really live and breathe the Sweaty Betty lifestyle," Sweaty Betty founder and creative director Tamara Hill-Norton told the wellness website. "With more fitness studios opening in the area and Madison Avenue having such a history of being a hub for the fashion-minded, deciding where to open our third boutique in New York was easy."
Sweaty Betty can also be found in Soho and Flatiron; and like its counterparts, this location will also host free fitness classes that you can sign up for online. Hill-Norton also hinted that there could be more NYC locations to come.
What we're mostly concerned about, though, is whether the store will celebrate its anniversary once every four years.