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Activewear brand Vuori launches in the UK and six international markets

Camilla Rydzek
31 March 2022

US-based activewear brand Vuori, which was valued at £3 billion last year, has launched in the UK and six more international markets through localised e-commerce sites and wholesale partnerships.

As the brand continues to take the activewear market by storm, it is launching in the UK across all four Selfridges locations and online, as well as 20 Cotswold Outdoor stores and 11 Barry's Bootcamp locations. In Ireland it will be available in 2 Brown Thomas locations and online.

Vuori has also launched in Australia, Canada, France, Germany and the Netherlands, where it is also partnering with wholesaler Bever. As it further invests in new infrastructure and expands its product offering it will also open a UK distribution hub.

In an episode of the In Conversation podcast, Founder and CEO Joe Kudla further teased a shop in London later this year. He also reflects on how he took cues from Lululemon and Patagonia when founding Vuori, how he first entered the fashion industry as a model, and how listening to customers feedback led him to pivot the business.

This week the brand further expanded its product category into swimwear, with a collection for both men and women.

Kudla commented on the successful launch into new markets: “We are proud to announce Vuori’s first-ever expansion outside of the U.S. We are infinitely grateful for our team, who has helped bring this shared vision to life, 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 much more in the weeks and months ahead.”

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