Vuori Launches New Legging Lines
Vuori rolled out multiple new legging styles including the Daily Form Legging from their Spring collection and the AllTheForm™ Legging featuring their new BlissBlend Form™ fabric with enhanced compression. The Performance Jogger in Sea Spray Heather uses recycled DreamKnit™ fabric for sustainability.
Encinitas, California-based Vuori has seen a dramatic rise in the activewear market, recently securing an $825 million investment that pushed its valuation to $5.5 billion. This follows a period of rapid expansion, with the company on track to operate 100 stores globally by 2026. The brand is successfully capturing market share from established giants. Recent analytics show both Vuori and Alo Yoga have each gained about 1% of the activewear market, while some legacy brands have seen their share shrink. A significant portion of Vuori's customers, approximately 52%, also shop at Lululemon, highlighting the direct competition. Founded by Joe Kudla in 2015, Vuori initially focused on men's athletic shorts before expanding into women's apparel in 2018. The company became profitable within its first two years by focusing on cash flow and avoiding customer acquisition at a loss. Vuori's growth strategy has targeted higher-income consumers, with 24% of its revenue coming from households earning between $250k-$500k. The brand has also been increasing its share of its existing customers' overall activewear spending, indicating growing loyalty. Sustainability is a core component of the brand's identity. Vuori is Climate Neutral certified and aims to reduce greenhouse gas emissions. As of 2024, approximately 56% of its fabric spending was on "Vuori Preferred Fibers," which include materials like recycled polyester and organic cotton.
