First Devon store of popular fitness brand coming to Exeter

Sweaty Betty, the women’s activewear brand, will open its first Devon store in Exeter’s Princesshay shopping centre this November.

Located next to Zara in Princesshay, the new 1,360 sq. ft. store will create eight new local jobs and give shoppers access to the brand’s full collection, including its famous leggings, sports bras, jackets, and accessories.

An official opening date will be announced soon, and the brand has hinted at special activities and giveaways for launch day.

In recent months, the centre has welcomed a wave of new additions,including Søstrene Grene and The White Company expansions. 

READ NEXT: Exeter Living Awards 2025 celebrate the city's outstanding businesses and community heroes

The opening marks another step in Sweaty Betty’s expansion across the UK, joining its well-established stores in London, Manchester, Bristol, Edinburgh, and Bath, as the company continues to grow its nationwide presence.

Jon Walton, the Centre Manager at Princesshay, said the new store will be a “fantastic boost” for the city centre. 

Adding to this, Jon said: “We’re excited to welcome Sweaty Betty to Princesshay and delighted that the centre will be home to their first Devon store. The brand complements our recent openings perfectly, and with plans to open in time for Christmas, it’s a fantastic boost for our visitors and the city.” 

Founded in London in 1998, Sweaty Betty has built a following for its focus on women’s fitness and fashion. The Exeter store will offer customers performance wear and everyday athleisure.

Sweaty Betty’s Head of Retail Operations and Property added to this by commenting: “We couldn’t be more delighted to share that we are opening in Exeter, especially as it’s our first store in Devon. The team is so excited to connect with such a fantastic community here and continue to empower women through fitness and beyond.” 

The opening adds to Princesshay’s mix of fashion and lifestyle brands.