On September 28, U.S. performance apparel brand Vuori announced its plans to expand into three new Asian markets, following its successful entry into Australia and other global markets earlier this year.
The southern California-inspired activewear brand said they will open dedicated e-commerce regions in Hong Kong and Singapore. Meanwhile, Vuori will be available exclusively via Tmall, China’s most popular direct-to-consumer website.
Shoppers on Tmall will have access to a targeted assortment catering to the Chinese consumer, and those in Singapore and Hong Kong can now browse Vuori’s entire collection of men’s and women’s apparel at their country’s respective web addresses.
“We are proud to continue Vuori’s expansion outside of the U.S.,” said Joe Kudla, Founder and CEO of Vuori. “We are excited to bring our vision and brand to consumers in these key markets, connecting with customers around the world.”
The Asia entry comes as part of Vuori’s larger international ambitions. In early 2022, Vuori opened its first international markets in France, the UK, Germany, Ireland, Netherlands, Australia, and Canada, following a USD 400-million investment by the SoftBank Vision Fund 2 in 2021, which valued the brand at USD 4 billion.
Next year, the brand said it intends to launch in Japan and Korea, via partnership. By 2026, the brand plans to operate 100 stores in the U.S. and will hire 100 additional people to work at its California headquarters by the end of 2022.
Vuori was established in 2015 by founder and CEO, Joe Kudla.