Quite like other direct-to-consumer (DTC) activewear brands, American performance apparel brand Vuori too is all set to build its senior executive team.
In this effort, Vuori has now hired Peter LaBore as its first Chief Operating Officer or COO. Additionally, Andy Lawrence has been appointed as brand’s first Vice President (VP) of International.
Reportedly, while Peter assumed office late last month, Andy officially took the new role last week (9 September). Both Peter and Andy will be reporting to Joe Kudla, Founder and CEO, Vuori.
Peter will be closely working with apparel brand’s leadership team so as to help the firm scale its business operations and enhance customer experience. Here it is important to mention that Peter was earlier COO at Reformation and has 20 years’ experience in e-commerce sector.
Andy, on the other hand, will enable in building the brand’s omnichannel operations in Europe, Asia-Pacific as well as other markets. He comes with rich experience of holding leadership positions at Ralph Lauren and Reiss, amongst others.
Vuori has, reportedly, said that the hiring of new COO and VP is a part of brand’s 2021 growth strategy, wherein the major focus is to invest significantly in physical stores and hire more ‘key team members,’ besides entering new international markets.
The brand is also constantly initiating efforts to attain its goal of becoming 80 per cent sustainable by 2022.
Known for making premium performance apparels, Vuori has 10 stores of its own, as well as an e-commerce site, and operates only in the US.