Vuori launches first store in China

Athleisure apparel brand Vuori has taken a significant step in its international expansion by opening its first retail store in China, located at Shanghai’s Jing’an Kerry Centre. This new store marks Vuori's 67th location globally and follows recent U.S. openings in Scottsdale, Arizona, and Long Beach, California. The move into China comes after a successful pop-up event in Shanghai last fall.

Strategic growth and future plans

Vuori, a direct-to-consumer (DTC) athleisure brand, announced three years ago its ambitious plan to open 100 stores worldwide by 2026. The international expansion is a key component of Vuori’s growth strategy. Following the Shanghai opening, Vuori is set to launch a flagship store on Regent Street in London this October. Founder and CEO Joe Kudla stated that the London store will serve as a cornerstone for the brand’s European business.

Embracing Brick-and-Mortar presence

Similar to other DTC brands in the activewear sector, Vuori is increasingly focusing on physical retail locations to engage customers directly. This approach aligns with trends seen in other brands like On, which also aims to open around 100 stores in the coming years.

Financial milestones and market strategy

Founded in 2015, Vuori has been profitable since 2017. In 2021, the company raised $400 million at a $4 billion valuation and outlined its extensive store expansion plans. Besides opening its own stores, Vuori has also emphasized wholesale partnerships as a means to broaden its market reach early on in its growth trajectory.