Athleta vs. lululemon vs (maybe) Sweaty Betty

Which brand draws more foot traffic and is there room for Sweaty Betty to leverage its relationship with Nordstrom to enter the local market?

Located in Burlington, MA, about 18 miles from downtown Boston, the Burlington Mall features more than 185 specialty shops including Apple, Arhaus Furniture, Athleta, Burberry, J.Crew, Kate Spade New York, lululemon, Michael Kors and Nordstrom.

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While both Athleta and lululemon have an established presence, category competitor Sweaty Betty does not currently have a store in the mall, but Sweaty Betty’s partner, Nordstrom, which hosts the brand in other locations, does have a strong presence at the Burlington Mall. So which of the existing athletic apparel brands has the strongest foot traffic for the venue and is there room for Sweaty Betty or another competitor to enter the market via a Nordstrom presence?

To find out, we examined venue traffic data for each brand from May 2 through July 31 of 2021.

All data and insights are sourced using the same Venue Data Platform that our clients use.