First Look: Vuori opens London flagship
Performance activewear brand Vuori is celebrating a new location across the pond.
The Southern California-inspired company’s newest flagship, opened in partnership with property manager The Crown Estate, is located on London’s Regent Street. It's Vuori's second location in the city (the first opened at Covent Garden in 2022) and comes as Vuori is expanding its footprint at home and abroad. The brand, which operates more than 60 U.S. stores, is looking to have 100 stores in the U.S. by 2026 and about 50 in global markets.
The two-level Regent Street store spans almost 4,000 sq. ft. The ground floor is dedicated to Vuori’s men's collections and the first floor to its women's collections.
The store is designed to encourages a feeling of tranquility and calm to enhance the consumer journey. Custom displays and innovative installations pay homage to the brand's Californian coastal heritage to create a retail environment intended to allow consumers to disconnect from busy Regent Street outside.
Materials used include rock, soft quartz, concrete, washed oak and natural marble in earthy, neutral tones. Specialized lighting accentuates the retail experience, while a custom skylight above a live plant glass atrium aims to promote a connection to the outdoors.
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Image courtesy of Vuori. -
Image courtesy of Vuori. -
Image courtesy of Vuori. -
Image courtesy of Vuori. -
Image courtesy of Vuori. -
Image courtesy of Vuori.
The new Regent Street location will provide regular community gatherings from run clubs, fitness events, and “investment in happiness” days, fostering a sense of community and wellbeing in the heart of London.
"Vuori is all about connection and community, and our approach to retail locations is intrinsic to its success,” said Joe Kudla, founder and CEO of Vuori. “We couldn’t be more excited to come to Regent Street and take our place on one of London’s most desirable and iconic shopping destinations. The experience we offer in our Vuori stores is not only authentic to who we are but it’s a key differentiator from our competitors, and we look forward to deepening our relationship with the local community here.”
Vuori first launched its international expansion in 2022, making its products available through branded e-commerce shops in Asia, the Middle East and Mexico.
[READ MORE: First Look: Vuori opens Shanghai location]
"We're only scratching the surface of Vuori's potential in Europe,” said Andy Lawrence, VP of international at Vuori. “By strategically planting seeds in key markets, we're creating deep, meaningful connections with our customers through a seamless omni-channel experience. This approach is laying the groundwork for sustained growth and long-term success."
Launched in 2015 as a direct-to-consumer brand, the Encinitas, Calif.-based Vuori is known for men’s and women’s athletic wear, including tops, yoga pants, sweat pants, shorts and more.
