Vuori is expanding its international footprint.
Following successful launches in London and Shanghai, the California-based brand said it will open its first stores in Seoul in September with a franchise partner and in Beijing in October.
In addition to the brick-and-mortar presence, Vuori has widened its international digital footprint and is now live in 11 additional countries including Sweden, Norway, Denmark, Finland, Switzerland, Spain, Italy, Belgium, Austria, Portugal and Japan.
“Vuori’s international growth has been patient, long-term focused and designed to build brand equity across all key channels where our customer shops,” said Andy Lawrence, Vuori’s senior vice president of international. “We’re not chasing quick wins, we’re cultivating meaningful communities in high-potential markets. With our new stores in Beijing and Seoul, we’re deepening our presence in key markets in Asia, while our digital expansion into key European and Asian countries allows us to test, learn and scale in a way that’s responsive and efficient.”
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Lawrence joined the company in 2021 after working with Reiss and Ralph Lauren and has been working to further Vuori’s global reach. The strategy is to focus on top-tier cities such as London and Seoul with physical stores and in other markets with a digital offering.
By the end of this year, Vuori will have more than 100 stores in operation globally and by 2026, it will have 15 stores outside the U.S.
“To date we view international as something like a slingshot: pulled back to build strength before we accelerate and launch forward,” Lawrence added. “The foundational work we’re doing now is setting us up for quicker, sustainable acceleration in the years to come.”
Earlier this month, Vuori named Ashley Kechter global president and Ed Lee chief legal officer and corporate secretary as it continues to expand. The company was founded in 2015 by Joe Kudla as a men’s activewear brand and has expanded into a full lifestyle collection for men and women. In April, it signed American football quarterback Arch Manning as an ambassador, joining Instagram gymnastics darling Livvy Dunne and others, and last fall, it received a $825 million investment led by General Atlantic and Stripes, bringing its value to $5.5 billion.
