"It reminds me of the Caffe Nero thing. 'Nobody' wanted them either. Big noise, lots of smoke. Don't want their sort. Let's vote with our feet. " When Caffe Nero opened, I think people felt that local, independent coffee shops might be under threat. I get that, and thankfully it didn't turn out that way. I think Brickhouse, Scala and Aneto have all opened since Nero appeared... But with Sweaty Betty, that angle doesn't exist and it's difficult to see why anyone would get upset by it. It's just a shop opening.