Vuori set to debut first Minnesota retail location at Mall of America
Vuori Expands Globally, Opens First Minnesota Store
California-based activewear brand Vuori is set to expand its international presence, aiming to surpass 100 stores worldwide by the end of 2025, including 15 stores outside the U.S. by 2026. Notable locations for new stores include Seoul (September 2025) and Beijing (October 2025), with franchise partners leading the way.
In addition to physical store openings, Vuori will launch localized e-commerce platforms in 11 new countries across Europe and Asia, including Sweden, Norway, Denmark, Finland, Switzerland, Spain, Italy, Belgium, Austria, Portugal, and Japan. This strategic expansion is designed to foster meaningful community building and sustainable growth, rather than pursuing rapid short-term gains.
Andy Lawrence, Senior Vice President of International, who joined Vuori in 2021, is leading this international growth strategy. Lawrence emphasizes a patient, long-term, and brand equity–focused approach, aiming to cultivate authentic customer communities and scale efficiently through both physical retail and digital channels.
The brand's current phase of expansion is seen as foundational work that will enable faster, sustainable growth in the future. However, specific details about recent funding rounds or capital investments underpinning Vuori’s expansion remain unclear, with the strategy appearing to be internally financed or supported by franchise partnerships.
Vuori's strategic expansion extends beyond the U.S., as the company has also tapped notable partners such as Selfridges, Barry's Bootcamp, Bever, and others to serve as wholesale partners in the international markets mentioned above. The retailer introduced e-commerce businesses in several international markets last April, including the U.K., France, Germany, Ireland, Canada, the Netherlands, Australia, China, Singapore, the Middle East, and Mexico.
In the United States, Vuori debuted its first flagship store in New York City in October, and this Spring, the brand will open a store at the Mall of America in Bloomington, Minnesota, marking its first store in the state. Vuori's store at the Mall of America will offer both men's and women's athleticwear, as per earlier information.
Peter LaBore joined Vuori as its first Chief Operating Officer in September 2021, and the company raised $400 million from the SoftBank Vision Fund 2 in October. Much of the funding will be used to reward shareholders, according to founder and CEO Joe Kudla, with the remaining capital infusion supporting Vuori's expansion into new markets.
This expansion positions Vuori to compete globally with athleisure and performance brands like lululemon and Nike by combining premium fabric-first products with a strategic international presence.
- Vuori, an activewear brand, aims to surpass 100 stores worldwide by 2025, with 15 stores outside the US by 2026, entering markets such as Seoul and Beijing.
- To foster growth, Vuori will launch localized e-commerce platforms in 11 countries across Europe and Asia, including Japan, and partner with retailers like Selfridges and Barry's Bootcamp.
- Andy Lawrence, Senior Vice President of International, is leading the international expansion, emphasizing a patient, long-term approach, focusing on brand equity and community building.
- The brand's strategy appears to be internally financed or supported by franchise partnerships, with specific funding details remaining unclear.
- Peter LaBore joined Vuori as COO in September 2021, and the company raised $400 million from the SoftBank Vision Fund 2, some of which will be used for shareholder rewards and expansion into new markets.
- In the US, Vuori opened its first flagship store in NYC and will open a store at the Mall of America in Minnesota this Spring, offering home-and-garden items alongside its retail product line.
