Activewear and lifestyle brand Sweaty Betty is running its retail operations entirely on iPhone using technology from Massachusetts-based NewStore.

It has rolled out the mobile point-of-sale (mPoS) technology in 73 stores across the UK and Ireland.

NewStore produces a modular, mobile-first omnichannel cloud platform for retail brands worldwide. By replacing its legacy PoS with NewStore, the London-based brand now runs its retail operations entirely on iPhone, laying the groundwork for the company’s omnichannel transformation.

“Sweaty Betty has quickly grown from a small London boutique to an international business,” said Simon Pakenham-Walsh, chief technology officer at Sweaty Betty. “During this process, we recognised the importance of providing a seamless and scalable omnichannel experience for our customers and store colleagues. We selected NewStore because its platform does not carry the complex technical debt of the industry’s legacy solutions, and the company’s vision aligns perfectly with our strategy, which includes having an extensible, modern and API-first technology stack.”

For 25 years, Sweaty Betty has been on a mission to empower women through fitness and beyond. The brand is known for its range of high-quality apparel and accessories designed for performance and style. Its products are sold in-store, online and through the brand’s various wholesale partners. With NewStore, Sweaty Betty has unified its direct offline and online channels, improving the customer experience and driving operational efficiency.

“The NewStore platform has had a tremendous impact on our day-to-day operations,” said Jessica Coleman, omnichannel product owner at Sweaty Betty. “Not only were we able to implement the technology quickly, but it has also reduced the operational workload of our store and support office teams by 75 per cent. NewStore has given autonomy back to our employees, enabling them to provide exceptional service and enhance the overall customer experience.”

Sweaty Betty has seen other benefits from the NewStore deployment, including enhanced mobility, leading to more personalised, high-touch customer interactions. Additionally, the mPoS helps shop assistants swiftly assist customers during peak shopping hours, shortening wait times and optimising the checkout experience.

The intuitive user interface of the platform has also streamlined the refund process. And it has simplified the training and onboarding process for store staff, ensuring they are well-equipped to deliver value for both the brand and its shoppers as quickly as possible.

“Sweaty Betty’s decision to implement NewStore underscores its commitment to innovation and customer-centricity,” said Stephan Schambach, NewStore CEO. “It is also a testament to our platform’s ease of use and scalability. By embracing a mobile-first omnichannel strategy, Sweaty Betty is setting the standard for DTC brands in the activewear space, and we will continue to play a pivotal role in the company’s transformation.”

Now that all of Sweaty Betty’s store locations are live on the NewStore platform, both organisations plan to improve how customers interact with the brand. In the next few months, the company will start rolling out additional omnichannel features that allow employees to guide shoppers and create more meaningful relationships.

Sweaty Betty has been on a mission to empower women through fitness and beyond since 1998. Famous for bum-sculpting leggings and innovative prints, Sweaty Betty combines fitness and style with technical, high-performance fabrics and responsibly sourced materials. Based in London, the design team create multi-sport, beautiful and technical clothes.

In addition to its web site that services customers globally, Sweaty Betty has shops in the UK and Asia, in addition to being in Selfridges, Harrods and shop-in-shops in Nordstrom stores across North America. The brand’s products can also be found at retailers all over the world.

NewStore provides omnichannel-as-a-service for retail brands worldwide that want to accelerate their digital transformation. Its mobile-first, modular cloud platform includes PoS, order management, clientelling, inventory and native consumer apps. Customers include Burton, Faherty Brand, G-Star Raw, Marine Layer, Roots Canada, Scotch & Soda, UuntuckIt and Vince.