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Vuori to open its first UK store in Covent Garden

Tom Shearsmith
18 August 2022

US-based activewear brand Vuori, which was valued at £3 billion last year, has announced the opening of its first UK store, located in London's Covent Garden.

Founded by Joe Kudla in 2015 in California, the first UK Vuori store will open in September at 25 Long Acre, Covent Garden, showcasing an extensive collection of the men’s and women’s activewear collections.

Featuring a clean, modern design, complemented by earthy elements such as birchwood and lots of natural light, the 1,000 sq ft store brings to life the laidback Californian lifestyle aesthetic and story of the brand.

Launched first with a strategic focus on menswear, Vuori takes inspiration from the active coastal Californian lifestyle. Womenswear was introduced in 2018 in response to overwhelming demand.

First launched in the UK earlier this year, Vouri is stocked across all four Selfridges locations and online, as well as 20 Cotswold Outdoor stores and 11 Barry's Bootcamp locations.

The company has also launched in Australia, Canada, France, Germany and the Netherlands, where it is also partnering with wholesaler Bever.

Joe Kudla, Founder & CEO, said: “Covent Garden is the perfect location for Vuori in London for our first international store – a thriving destination for DTC brands, with a daily community of UK and international consumers. We couldn’t be more excited to build the brand in the UK and beyond from here, as part of the Vuori omni-channel retail experience. As with all of our stores across the US, we look forward to bringing the local community together in different ways to celebrate and integrate fitness, health and wellness in the London conversation.”

In an episode of's In Conversation podcast, Founder and CEO Joe Kudla teased the new  London location. He also reflected 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.

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