Vuori Accelerates Store, E-Commerce Expansion Plans
Performance lifestyle brand Vuori is accelerating its international expansion with new brick-and-mortar stores across Asia, reports Fashion United. This will include its first locations in Seoul, South Korea, in September through a franchise partner, followed by another debut location in Beijing, China, this October, as the brand continues to focus on adding retail stores in “top-tier cities” in a data-driven, phased market-entry strategy. Currently, Vuori is available in more than 18 countries worldwide, and will surpass its 100-store milestone globally by the close of 2025, including locations in the U.S. and the UK. By 2026, Vuori will have a total of 15 stores outside the U.S. as it continues to push forward with an international mindset.
Alongside its physical retail growth, Vuori is also launching localized e-commerce platforms in 11 new countries, including Sweden, Norway, Denmark, Finland, Switzerland, Spain, Italy, Belgium, Austria, Portugal, and Japan, as it looks to target a broader audience across Europe and Asia. This follows successful store launches in London and Shanghai, and a “strong start” to wholesale in Japan and Europe, according to the brand.
Total Retail's Take: Vuori is finding customer segments outside of the U.S. and faring well in the competitive global athleisure and sports apparel space. Launched in 2015 by Joe Kudla, founder and chief executive of the brand, Vuori has been growing its international community with its fabric-first approach to creating premium performance apparel and elevated everyday styles. It's also gaining market share in the U.S. against competitors such as lululemon, Athleta, and Alo Yoga, as well as big athletic brands like Nike and Adidas.
Andy Lawrence, senior vice president of international at Vuori, says the brand's international growth has been patient, long-term focused, and designed to build brand equity across all key channels where its customer shops. In a statement, Lawrence suggested that the activewear brand isn't planning to slow down its global growth any time soon.
"We’re not chasing quick wins; we’re cultivating meaningful communities in high-potential markets," said Lawrence. "The foundational work we’re doing now is setting us up for quicker, sustainable acceleration in the years to come."
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Kristina Stidham is the digital content director at Total Retail and sister brands Women in Retail Leadership Circle and Women Leading Travel & Hospitality at NAPCO Media. She is passionate about digital media and handles video, podcast and virtual event production for all brands. You can often find her at WIRLC, TR, WLT&H or industry events with her camera and podcasting equipment—or at home on Zoom—recording interviews with thought leaders and business executives.
Kristina holds a B.A. in Media Studies and Production from the Temple University Klein College of Media and Communication in Philadelphia. Go Owls! When she's not in the office, she loves to go on long walks, sing around the house, hangout with her family and two pet guinea pigs, and travel to new places.
