U.S. performance and lifestyle brand Vuori is accelerating its international expansion with new brick-and-mortar stores opening across Asia and a significant e-commerce rollout across Europe and Japan.
Vuori expands global footprint with new stores in Seoul and Beijing. – Vuori
The company announced on Monday it will open its first store in Seoul this September through a franchise partner, followed by another debut location in Beijing this October.
Coinciding with its physical retail growth, Vuori has launched localized e-commerce platforms in 11 new countries, including Sweden, Norway, Denmark, Finland, Switzerland, Spain, Italy, Belgium, Austria, Portugal, and Japan.
“Vuori’s international growth has been patient, long-term focused, and designed to build brand equity across all key channels where our customer shops,” said Vuori senior vice president of international Andy Lawrence.
“We’re not chasing quick wins, we’re cultivating meaningful communities in high-potential markets. With our new stores in Beijing and Seoul, we’re deepening our presence in key markets in Asia, while our digital expansion into key European and Asian countries allows us to test, learn, and scale in a way that’s responsive and efficient.”
Since joining the company in 2021, Lawrence has helped steer Vuori’s global expansion through a data-driven strategy that combines premium positioning, and phased market entry.
The new store openings and digital expansion follow successful retail launches in London and Shanghai, and strong initial wholesale results in Japan and Europe. Vuori expects to surpass 100 global stores by the end of 2025, with a projected 15 international stores outside of the U.S. by 2026.
“To date we view international as something like a slingshot: pulled back to build strength before we accelerate and launch forward,” Lawrence added. “The foundational work we’re doing now is setting us up for quicker, sustainable acceleration in the years to come.”
