South California activewear brand Vuori expands to Europe and Canada

Joe Kudla, Founder and Chief Executive Officer of Vuori

Activewear brand Vuori launches in the U.K, France, Germany, Ireland, Netherlands, Australia, and Canada, marking the initial steps of a global rollout announced late last year.

Consumers in these countries now have access to the apparel brand through e-commerce, and in select markets Vuori will soon be sold at a variety of leading wholesale partners including Selfridges, Brown Thomas, Cotswold Outdoor, Barry’s Bootcamp and Bever.

What is Vuori’s growth rate?

Established in 2015 by Founder and CEO Joe Kudla, Vuori has grown to unicorn status thanks to its versatile perspective on performance apparel. In October 2021, Vuori was valued at $4 billion by SoftBank Vision Fund 2, which invested $400m in the brand. Both the investment and valuation are among the largest in history for a non-public apparel company.

“We are proud to announce Vuori’s first-ever expansion outside of the U.S. We are infinitely grateful for our team and are thrilled to bring Vuori’s new perspective on performance apparel to these markets. 2022 is going to be Vuori’s biggest year yet, and we look forward to sharing more in the weeks and months ahead,” said Joe Kudla, Founder and CEO, Vuori.

What is the market reach of Vuori?

Shoppers in the U.K, France, Germany, Ireland, Netherlands, Australia, and Canada can now browse Vuori’s entire collection of apparel at their country’s respective web addresses below.

In the United Kingdom, Vuori products will soon be carried by Selfridges (all four locations and online, men’s product only), Cotswold Outdoor (all twenty locations and online), and in the retail shops at all 11 of the country’s Barry’s Bootcamp locations.

This year, the brand intends to open its U.K. flagship store in London. Ireland’s Brown Thomas will offer Vuori (two locations and online) as will Netherlands’ outdoor retailer Bever (20 locations and online). For more details on locations, please visit

As it reaches new markets around the globe, Vuori is working to continue expanding its product offering, make key investments in infrastructure and people, and open both a United Kingdom distribution hub as well as an innovation center in Taiwan.

The company, which through partnerships with firms such as Climate Neutral and CleanHub is offsetting its carbon and plastic footprints while taking steps to eliminate 80% of plastics from its supply chain this year, will continuously invest in its sustainability efforts. Profitable since 2017, Vuori is backed by SoftBank Vision Fund 2 and Norwest Venture Partners.