Vuori Brings California Lifestyle to London with First International Flagship on Regent Street

Southern California’s performance lifestyle brand, Vuori, has expanded its footprint internationally by opening its first flagship store in the UK on Regent Street, London. This 4,000-square-foot store is Vuori’s second location in London, following its Covent Garden debut in 2022, and is part of the brand’s strategy to strengthen its presence in the UK and abroad, having already added 20 new stores in the US this year.

The flagship store, located at 83-85 Regent Street, is designed to capture Vuori’s Californian roots with an inviting, modern aesthetic. Featuring earthy tones, concrete, natural marble, and washed oak, the space includes a skylight over a glass atrium filled with live plants, reflecting Vuori’s connection to nature. Joe Kudla, Vuori’s founder and CEO, stated, “Vuori is all about connection and community, and our approach to retail locations is intrinsic to its success. We couldn’t be more excited to come to Regent Street and take our place on one of London’s most desirable and iconic shopping destinations.”

With product zones for leisure, active, and lifestyle apparel, the flagship aims to inspire British consumers and stand out among competitors like Alo Yoga, Lululemon, and Gymshark. The store offers Vuori’s full range, including fitness, yoga, and lifestyle pieces, and showcases innovative fabrics like DreamKnit, a soft, four-way stretch material with moisture-wicking qualities. Additionally, the store will host community events such as run clubs, fitness sessions, and wellness days, reinforcing Vuori’s emphasis on connection beyond just shopping.

Vuori’s recent expansion has been fueled by a $400 million investment from SoftBank Vision Fund 2 in October 2021, valuing the brand at $4 billion. This capital has driven Vuori’s growth, with new openings not only in the US but also in China and, now, the UK. Andy Lawrence, Vuori’s vice president of international, highlighted the brand’s plans for further UK expansion, with a third store on King’s Road and potential sites in Marylebone High Street and major UK cities like Manchester. Vuori also has plans to enter the European market with a store in Berlin.

Lawrence added, “We’re only scratching the surface of Vuori’s potential in Europe. By strategically planting seeds in key markets, we’re creating deep, meaningful connections with our customers through a seamless omni-channel experience.”

With partnerships in luxury department stores like Harrods, Selfridges, and Nordstrom, Vuori is positioning itself as a strong competitor in the activewear market, blending fitness and lifestyle in a uniquely Californian way.