Vuori

Vuori

Direct-to-consumer activewear retailer and designer

Overview

Vuori Clothing sells active and performance wear for men and women primarily through its online store. It offers outerwear, tops, bottoms, and accessories for activities like training, running, swimming, yoga, and travel. The product line includes collections such as BlissBlend and DreamKnit that emphasize comfort and performance. The business model is direct-to-consumer via the website, which helps control brand experience and pricing while reducing costs by bypassing traditional retail channels. Revenue comes from online product sales and digital gift cards. Vuori’s goal is to meet the growing demand for comfortable, stylish activewear and scale through online channels while maintaining quality and a strong brand identity.

About Vuori

Simplify's Rating
Why Vuori is rated
B-
Rated B on Competitive Edge
Rated B on Growth Potential
Rated C on Differentiation

Industries

Consumer Software

Consumer Goods

Company Size

1,001-5,000

Company Stage

Private

Total Funding

$445M

Headquarters

Encinitas, California

Founded

2014

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Simplify's Take

What believers are saying

  • Vuori plans 25 new locations by December 2026, including 15 international stores.
  • Ashley Kechter targets 20 China stores by 2027, concentrated in Shanghai and Beijing.
  • The company opened Bicester Village and International Plaza stores in August and July 2026.

What critics are saying

  • Vuori faces a Southern District of California overtime case filed January 9, 2026.
  • Tariffs forced vendor changes and price increases late 2025 and 2026, squeezing margins.
  • If China underperforms, Vuori's 300-store plan collapses and growth loses its valuation narrative.

What makes Vuori unique

  • Vuori pairs premium performance fabrics with lifestyle styling across men's and women's apparel.
  • The brand now spans nearly 30 countries through stores, website, and wholesale partners.
  • Joe Kudla keeps a product-first strategy, reinforced by Heather Archibald on April 20, 2026.

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Funding

Total Funding

$445M

Above

Industry Average

Funded Over

3 Rounds

Secondary funding comparison data is currently unavailable. We're working to provide this information soon!
Secondary Funding Comparison
Coming Soon

Growth & Insights and Company News

Headcount

6 month growth

-2%

1 year growth

-1%

2 year growth

0%
Business Wire
Aug 17th, 2026
Vuori appoints Carey Collins Krug as chief marketing officer to drive global expansion

Vuori has appointed Carey Collins Krug as Chief Marketing Officer, effective 5 October. Collins Krug will lead the activewear brand's global marketing organisation, overseeing brand, creative, consumer engagement, digital, retail, wholesale and integrated marketing as Vuori scales internationally. Collins Krug joins from Abercrombie & Fitch, where she served as CMO and played a key role in repositioning the brand through digital-first transformation. She previously held senior marketing positions at David Yurman, Ralph Lauren and Donna Karan International. Vuori founder and CEO Joe Kudla said Collins Krug's experience in brand-building and consumer engagement aligns with the company's growth plans. Founded in 2015 in Encinitas, California, Vuori now operates in nearly 30 countries through its own stores, website and retail partners.

The Oxford Magazine
Aug 8th, 2026
Californian athleisure brand Vuori opens first UK discount boutique at Bicester Village.

Californian athleisure brand Vuori opens first UK discount boutique at Bicester Village. 08 August 2026 Bicester Village has welcomed a new international fashion name, with Californian athleisure brand Vuori opening its first UK discount boutique at the Oxfordshire shopping destination. The new store brings Vuori's range of premium performance apparel to Bicester Village, featuring a curated selection of the brand's bestselling collections alongside products and pricing created exclusively for the outlet location. Founded in California in 2015, Vuori has built its reputation around combining technical performance clothing with everyday lifestyle design, drawing inspiration from the active coastal lifestyle of Southern California. The brand's collections span performance wear, leisurewear and contemporary essentials, designed to bridge the gap between fitness, outdoor activity and casual everyday clothing. The Bicester Village opening marks the latest stage of Vuori's UK expansion. The company already operates a flagship store on Regent Street in London, following growth from its Californian roots into major international markets. A growing retail destination. The arrival of Vuori adds another globally recognised lifestyle brand to Bicester Village's evolving retail line-up. Located in Oxfordshire, Bicester Village has become one of the UK's best-known luxury shopping destinations, attracting visitors from across the UK and overseas with its mix of designer boutiques, hospitality and experiences. The new store is expected to appeal to shoppers looking for premium activewear, with Vuori's collections combining performance fabrics with a more relaxed, lifestyle-focused aesthetic. Alongside its product offering, the brand places emphasis on wellbeing, community and sustainability through its wider approach to business, including its "Investment in Happiness" product guarantee and initiatives designed to support customers, employees and the environment. With the addition of Vuori, Bicester Village continues to strengthen its position as a destination for international fashion and lifestyle brands in Oxfordshire.

Coresight Research
Aug 7th, 2026
Weekly UK Store openings and closures tracker 2026, week 31: apparel sector leads both openings and closures as Vuori adds its first UK outlet store.

Weekly UK Store openings and closures tracker 2026, week 31: apparel sector leads both openings and closures as Vuori adds its first UK outlet store. Aaron Mark Dsouza Data Analyst August 7, 2026 11 minutes Reasons to read. Discover the latest trends in UK retail store openings and closures for 2026, and gain insights into the evolving market landscape. Read this report to discover answers to these and other questions: * How many store closures and openings have UK retailers announced year to date in 2026, and how do these totals compare with the same period in 2025? * Which retailers are driving the latest changes in its 2026 major UK store closures and openings tracker? * How do full-year 2025 store closures and openings compare with 2026 year-to-date trends? Companies mentioned in this report include: Edikted, Essential Parfums, Footasylum, Lindt, Mountain Warehouse, Nobody's Child, Rituals, TGJones, The Entertainer, Trespass and Vuori. Data in this report include: week-by-week comparisons of UK store closures and openings for 2026 and 2025; rankings of major retailers by total store closures; rankings of major retailers by total store openings; tabulated confirmed versus planned store activity by retailer and sector. Other relevant research: * The full collection of Store Tracker reports, including its US-focused series * The US and UK Store Tracker Databank is the definitive resource for information on store openings and closures by sector in the US and UK retail industries. * The Corporate and Financial Developments Databank includes details of management changes, financial guidance updates, retail and tech layoffs and capital raised by major retail companies. * The Retail Bankruptcies Databank details bankruptcies of US and UK retail companies, restaurants and gyms since March 2020. You are currently viewing a preview of this report. Please select an access option to view the full report. Hide Options - Contact Coresight Research to purchase this report. Contact Coresight Research Services. Get in touch.

365 Retail
Aug 4th, 2026
Vuori opens first UK discount boutique at Bicester Village.

Vuori opens first UK discount boutique at Bicester Village. The new boutique introduces a value-led format to Vuori's UK estate, offering a curated selection of men's and women's performance apparel alongside products at Bicester Village-exclusive prices. 4th August 2026 California performance apparel brand Vuori has opened a store at Bicester Village, introducing its first discount boutique format in the UK. The opening brings a curated selection of the retailer's established products to the Oxfordshire designer outlet destination, alongside items offered at prices exclusive to Bicester Village. The boutique creates a new channel for Vuori in the UK, complementing its existing full-price stores and wider online and wholesale presence. It also adds another performance and lifestyle brand to Bicester Village's fashion and sportswear offer. Curated performance and lifestyle offer. The Bicester Village boutique carries products across Vuori's men's and women's collections, with the assortment focused on established styles and selected seasonal items. Vuori's wider range spans clothing designed for activities including training, running, yoga and outdoor use, together with casualwear, swimwear, bags and other accessories. The brand positions its products between technical performance clothing and everyday apparel, allowing individual pieces to be worn beyond exercise. The boutique's edited assortment reflects the different role of the store within Vuori's UK portfolio. Rather than presenting every current collection, the location is intended to offer a narrower selection of established products and pieces available at destination-specific prices. New format for Vuori's UK estate. The Bicester Village opening follows Vuori's establishment of a physical retail presence in London. Its existing capital locations include stores in Covent Garden, Regent Street and Duke of York Square on the King's Road. The Regent Street location operates as a prominent central London store, while Covent Garden and the King's Road give the brand a presence in established fashion and lifestyle districts. Bicester Village introduces a different proposition. As the brand's first UK discount boutique, it gives Vuori a permanent presence within a value-led designer shopping environment rather than another conventional full-price location. The move also gives the retailer access to shoppers visiting from beyond London, including domestic and international customers travelling to the destination for its concentration of designer and lifestyle brands. 365 Retail - WINNER! Retail Industry Media Platform of the Year 2026 Stay Updated With 365 Retail Receive the latest retail news, store openings, brand activations, events and industry insight direct to your inbox. Creative Retail Awards Discover the international awards celebrating excellence across retail design, visual merchandising, technology, sustainability and customer experience. Terry Clark is the Publisher and Content Director of 365 Retail, with more than a decade of experience covering retail design, technology innovations, store openings and the wider retail industry. He also works closely with leading retailers, suppliers, agencies, events and industry awards across the UK.

What Now Media Group
Jul 16th, 2026
Vuori Opening new store at International Plaza.

Vuori Opening new store at International Plaza. It's one of seven retailers making their Tampa Bay debut at the shopping center. Published Date: July 16, 2026, 9:41 AM EDT International Plaza, the Tampa retail center home to retailers like Dick's House of Sport and restaurants like Ocean Prime, has announced a slate of new tenants soon to be added to its roster, including seven concepts that will make their Tampa Bay debuts there. "The additions continue to diversify the shopping center's mix of fashion, dining and lifestyle offerings," says coverage by Tampa Bay Business & Wealth about the new additions. Among these new concepts is athletic and activewear apparel brand Vuori, the coastal-California brand with an "Investment in Happiness." "Vuori makes premium performance apparel inspired by the active Coastal California lifestyle; an integration of fitness, surf, sport, and art. We're evolving the definition of traditional activewear," says the Vuori website. "Vuori's Investment in Happiness is more than just a product guarantee. It's our approach to business and life. We invest in the happiness of our team, our community, the natural environment, and most importantly - each other." Opening at International Plaza, Vuori will join retailers like Aldo, Aerie, Louis Vuitton, Sephora, and more. You can keep up with all things Vuori by following @vuoriclothing on Instagram. Love our content? Add WhatNow as a preferred source on Google to see more of our trusted coverage when you search. Be the first to know. From new restaurant openings to exciting retail launches and real estate insights, be the first to know what's happening in Tampa Neil Cooney is a freelance writer. He has received an MFA in Creative Writing from Syracuse University, and his work has been published in the Masters Review. Based in Nashville, he spends his free time cooking Korean food and studying chess.

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