Vuori, known for its jogger pants and clothing for tennis, golf and other sports, is betting Chinese consumers will spend on its premium workout clothes as part of a global push that positions it to challenge rivals like Lululemon and Alo Yoga overseas.
The brand grew out of California and gained cachet for its men’s activewear. As it cements itself in the women’s activewear segment, the company is eyeing an expansion in Asia that could capture market share from competitors, President Ashley Kechter said in an interview.
“We’re in Shanghai, we’re in Beijing, we’re going to push a lot of emphasis on those two markets to build a lot more doors there,” Kechter said.
The startup, last valued at $5.5 billion in 2024 in a secondary tender offer led by General Atlantic and Stripes, has plotted out a cluster of new stores in China. It is aiming to have 20 stores in the country by the end of 2027, inclusive of the eight existing locations, Kechter said.
Vuori is one of several brands founded over the past two decades targeting the premium segment of the sportswear market, putting pressure on more established players like Lululemon. Luxury athleisure retailers have benefited as Chinese consumers shift away from overt, flashy luxury and toward understated logos, analysts said.
China is seen as a “holy grail” for Western retailers, offering a giant market with high growth potential, said Neil Saunders, managing director at retail research firm GlobalData Retail.
Rival Lululemon took an aggressive approach to opening stores and built its online presence and ambassador network in the country, Saunders said. The retailer has seen significant growth there despite struggles elsewhere, he added.
When Lululemon entered the market it was already a bigger brand, while Vuori will need more brand building, Saunders said. But Vuori’s high-value materials and understated identity position it well to build its presence in China, he said.
In its Chinese expansion, Vuori is working with local partners for order fulfillment, Kechter said. It is focusing on clusters of stores in regional centers rather than scattering them across the country. The company is growing its own team in China and working with marketing agencies to select influencers to promote the brand, she added. Vuori has previously partnered with actor Tom Holland and model Cindy Crawford.
When the U.S. raised tariffs on China, Vuori had to adjust its vendors and partners for certain goods, according to Kechter. The brand also had to increase prices on some products late last year and this year due to U.S. tariffs.
Besides China, Vuori plans to continue expanding in South Korea and sees a big opportunity in the Middle East, Kechter said. The company will enter some of those regions through franchise models or with partners.