Vuori bows New York City flagship

Vuori bows New York City flagship

U.S. activewear brand Vuori announced on Thursday the opening of its first New York City store, also serving as the southern California-inspired brand’s official east coast flagship.

Inside Vuori’s New York City flagship store in SoHo – Leandro Justen

Located at 106 Spring Street, SoHo, the new flagship store is housed in a ​historic cast iron building featuring a modern and clean design complemented by earthy elements. Spanning 5,000 square feet, the store boasts custom fixtures hand-crafted in natural materials and the first-ever display monograph on Vuori, as well as a custom art installation of layered back-lit mountain silhouettes representing the meaning of ‘Vuori’ – a Finnish word that translates to ‘mountain.’ A 40-foot hallway of soft-edge lit repeated arches leads to a fitting room lounge.

 ​”We couldn’t be more excited to bring Vuori to New York and such an incredible location,” said Joe Kudla, founder and CEO of Vuori.

“SoHo has long been one of New York’s most desirable shopping hubs, as it’s the perfect mix of being a place where people live and work, but also where they come to shop, discover new brands and have fun. We look forward to serving new and existing customers and bringing locals together in ways that celebrate and inspire a healthy, happy life.”

Founded ​in 2015 by Kudla, Vuori started as a men’s brand, before expanding to include a women’s line. The brand has since established itself in the burgeoning activewear market. In October 2021, Vuori was valued at $4 billion by SoftBank Vision Fund 2, which invested $400 million in the brand.

Last month, Vuori opened its first London store in Covent Garden, marking its first physical store outside of the U.S.

It has also ​expanded into the UK, France, Germany, Ireland, Netherlands, Australia, Canada, China, Hong Kong, Singapore, the Middle East, and Mexico, via e-commerce including dedicated web-stores and tie-ups with established multi-brand online retailers.

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