US activewear and lifestyle brand Vuori is accelerating global expansion with new store openings in Asia and a mass rollout of e-commerce throughout Europe and Japan. The firm announced plans to open its first Seoul store in September via a franchise partnership, followed by an opening in Beijing in October.
In tandem with its retail growth, Vuori has introduced standalone e-commerce sites in 11 other markets, namely Japan, Spain, Italy, Portugal, Belgium, Austria, Switzerland, Sweden, Norway, Denmark, and Finland.
Andy Lawrence, Vuori’s senior vice president of international, emphasised the company’s deliberate and long-term global approach. He said that rather than chasing short-term gains, they’re focused on building authentic communities and strengthening brand presence in markets with strong potential. He added that with their new stores in Asia and expanded online reach in Europe and Japan, they’re deepening engagement while scaling in a thoughtful and adaptive way.
Since his appointment to Vuori in 2021, Lawrence has directed its international strategy through a data-driven, phased process founded on premium market positioning.
The latest actions of the company are based on previous global milestones, with successful London and Shanghai retail entries as well as initial wholesale results in Japan and Europe. Vuori expects to have more than 100 stores worldwide by 2025, with at least 15 global sites outside the US by 2026.
Lawrence said that they’re viewing their global strategy as a slingshot—pulling back to take momentum before launching forward, and the foundation they’re building today is laying the groundwork for consistent and accelerated growth tomorrow.
