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Debenhams to open in-store gym with Sweat! in Sutton

Debenhams is working with the Sweat! Fitness chain to launch an in-store gym at its department store in Sutton.

DEPARTMENT STORES

Debenhams to open in-store gym with Sweat! in Sutton

Debenhams is working with the Sweat! Fitness chain to launch an in-store gym at its department store in Sutton.

The 17,575 square foot facility is due to open on 10 September and will be followed by further openings next year at sites in Manchester and Bristol.

Part of the department store chain’s strategy to deliver ‘social shopping’, the gyms will be fitted with state-of-the art exercise and health monitoring equipment such as Technogym apparatus. There will also be immersive cinematic exercise activity areas and digital health check points to help drive footfall from a predominately 18-33 year old female membership base.

Sergio Bucher, Debenhams chief executive, said: “I am looking forward to showcasing our latest strategic partnership to customers at our Sutton store followed by taking the concept to Manchester and Bristol. Adding a highly innovative leisure facility to our stores is an integral part of the Debenhams Redesigned strategy to deliver ‘social shopping’ and I am keen to see customer reactions to the initiative.”

The partnership will also include shopping incentives being offered to gym members including automatic enrolment into Debenhams stores’ Beauty Clubs and preloaded cards to redeem against purchases.

Frank Reed, chief executive of Sweat! Gyms, added: ”Through partnering with Debenhams we are able to offer members the convenience of having a work out, and shop as well as meet friends in a friendly and welcoming environment. We are excited to take the initiative to key urban cities, Manchester and Bristol in 2019”.

Debenhams’ link up with Sweat! follows partnerships with the Blow beauty services brand and the Maisons du Monde and Swoon! homewares brands.

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