Vuori Opens NYC Store, Presses Global Expansion

Leandro Justen

Doubling down on experiential retail, Vuori hopes to become a global activewear contender.

The latest: The SoCal lifestyle-inspired activewear brand opened a 5K-square-foot flagship store in NYC’s SoHo neighborhood, its first brick-and-mortar store on the East Coast.

The company plans to have 30 total locations by year’s end and could nearly double that total in 2023.

All systems go. Founded in 2015, Vuori was valued at $4B last year in a $400M funding round meant to fuel rapid expansion.

  • Earlier this year, Vuori opened its first retail store in London, the first outside the US.
  • In September, it opened ecommerce operations to China, the Middle East, and Mexico, following rollouts in Europe, Australia, and Canada.
  • Extending its product portfolio, it unveiled its first technical outerwear collection, a sustainability-focused capsule of rain jackets, fleeces, and more.

Why it matters: Entering new territory, Vuori will go head-to-head with brands like Nike, lululemon, and Gymshark — all of which are busy scaling their own take on experiential retail.

  • In early October, lululemon launched an omnichannel fitness membership and recently debuted hiking apparel designed for outdoor adventure.
  • Last week, Gymshark opened its first retail operation (complete with gym, juice bar, and social areas) while exploring a budget-friendly “basics” collection to combat inflation.
  • Over the next two years, Nike plans to open 200+ tech-enabled stores across the US and Europe to increase direct sales.

Takeaway: From technical fabrics and sustainable supply chains to reimagined retail experiences, brands are getting creative to court customers and capture a larger share of the billion-dollar activewear market.

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