Vuori opens first store in China amid global expansion plans

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…