Activewear brand Vuori is expanding its global retail footprint with the upcoming opening of its first physical stores in Asia. The company announced it will launch its initial locations in Seoul, South Korea, in September through a franchise partnership, followed by a Beijing, China, store in October.
This brick-and-mortar expansion complements Vuori’s recent growth in its international digital presence. The brand is now accessible online in 11 additional countries: Sweden, Norway, Denmark, Finland, Switzerland, Spain, Italy, Belgium, Austria, Portugal, and Japan.
Andy lawrence, Vuori’s senior vice president of international, emphasized the brand’s deliberate approach to global expansion.”Vuori’s international growth has been patient, long-term focused and designed to build brand equity across all key channels where our customer shops,” Lawrence stated. “We’re not chasing speedy wins, we’re cultivating meaningful communities in high-potential markets.” He added that the new stores in Beijing and Seoul will strengthen the brand’s presence in key Asian markets, while the digital expansion into European and Asian countries allows for a responsive and efficient testing and scaling strategy.
Lawrence, who joined Vuori in 2021 after previous roles at Reiss and Ralph Lauren, has been instrumental in driving the company’s global reach. The strategy prioritizes physical store openings in major cities like London and seoul, with a digital-first approach in other markets.
By the close of the current year, Vuori anticipates operating over 100 stores worldwide. Looking ahead to 2026, the company plans to have 15 stores located outside of the United States.
“To date we view international as something like a slingshot: pulled back to build strength before we accelerate and launch forward,” Lawrence commented. “the foundational work we’re doing now is setting us up for quicker, enduring acceleration in the years to come.”
The company has also recently made key leadership appointments to support its expansion. Earlier this month, Vuori named Ashley Kechter as global president and Ed Lee as chief legal officer and corporate secretary.Founded in 2015 by joe Kudla, Vuori initially focused on men’s activewear and has since evolved into a thorough lifestyle collection for both men and women. The brand has also been active in building its ambassador roster, recently signing American football quarterback arch Manning to join existing ambassadors like Instagram personality Livvy Dunne. In April, Vuori secured an $825 million investment, led by General Atlantic and Stripes, valuing the company at $5.5 billion.
