Vuori, the American athleisure brand founded in 2015 by Joe Kudla, has made significant strides in its global expansion strategy. On May 17, 2024, Vuori opened its first retail store in China at Shanghai’s Jing’an Kerry Centre. This new location marks the brand’s 67th store worldwide and follows recent openings in Scottsdale, Arizona, and Long Beach, California.
The Shanghai store is part of Vuori’s ambitious plan to reach 100 stores by 2026. The company, valued at $4 billion following a $400 million investment from Japanese investor Softbank in 2021, has rapidly expanded its footprint. From just four stores in California in 2019, Vuori now operates over 50 stores across 17 U.S. states and international locations in London, Seoul, and Shanghai.
Vuori’s entry into the Chinese market is a strategic move to establish a strong presence in key international markets. According to founder and CEO Joe Kudla, the brand focuses on…
fewer but larger markets like China and the U.K., adopting an omnichannel approach to connect with consumers. The Shanghai store opening follows a successful pop-up event last fall, indicating local solid interest in the brand.
In addition to physical stores, Vuori plans to expand its digital and wholesale businesses across its focus countries. The brand’s international strategy also includes upcoming store openings in the U.K. and the Middle East and continued partnerships in Korea and Mexico.
Community engagement remains a cornerstone of Vuori’s brand strategy. The company collaborates with partners like the Pure Fitness group in China to engage with local consumers through fitness-focused community outreach programs.
As Vuori continues to grow, it aims to maintain its profitability, which it has achieved since 2017, and increase its market share in the competitive activewear sector. The brand’s expansion into China represents a significant milestone in its journey toward becoming a global athleisure juggernaut.
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