What is Vuori?
A Southern California performance apparel and athleisure brand built around technical comfort and lifestyle versatility.
- Category
- Performance apparel
- Headquarters
- San Diego County, CA
- Founded
- 2015
- Employees
- 600+ HQ reported
- Total funding
- $1.27B reported
- Valuation
- $5.5B (Nov 2024)
What is Vuori?
Vuori is a premium performance apparel brand founded by Joe Kudla in Encinitas, California. It sells men's and women's activewear, athleisure, training, travel, lounge, and lifestyle apparel through ecommerce, owned stores, wholesale, and international markets.
Vuori started as a men's activewear alternative to yoga-led athleisure and grew into a broader performance lifestyle brand for both men and women. Its product identity is built around soft technical fabrics, neutral styling, California wellness cues, and apparel that can move between workouts, travel, and daily wear.
By late 2024 Vuori had raised an $825 million secondary tender offer led by General Atlantic and Stripes at a $5.5 billion valuation. Vogue Business reported in late 2025 that the company was operating from a 200,000-square-foot San Diego headquarters with more than 600 employees and had surpassed the 100-store goal it originally set for 2026. Public revenue is not officially disclosed, but multiple market observers estimate the brand is near or above $1 billion in annual sales.
What does Vuori offer?
Vuori sells premium performance apparel across training, running, yoga, travel, lounge, outerwear, and accessories.
- Performance joggers· Core apparel
- Shorts and pants· Menswear
- Leggings and bras· Womenswear
- T-shirts and tanks· Tops
- Hoodies and sweatshirts· Lounge
- Outerwear· Seasonal
- Travel and commute apparel· Lifestyle
- Accessories· Add-ons
How does Vuori make money?
Vuori makes money by selling premium apparel through direct ecommerce, owned retail stores, wholesale partners, international ecommerce, and selective collaborations.
Vuori's online pricing sits in premium activewear territory: popular joggers often retail near $98, shorts and tees commonly sit around $50-$80, leggings and performance pants often sit around $90-$130, and outerwear can run higher. The model depends on product margin, full-price sell-through, disciplined markdowns, store productivity, and repeat purchase across men's and women's wardrobes.
The brand's growth engine is omnichannel expansion. The 2024 investment was structured as a secondary tender offer, which let existing holders gain liquidity while bringing in General Atlantic and Stripes to support international scale. Store openings, localized ecommerce, ambassadors, and new product categories turn the brand from a DTC activewear company into a global apparel platform.
Who leads Vuori?
Vuori is led by founder and CEO Joe Kudla, with product leadership strengthened in 2026 by Heather Archibald as the company's first chief product officer.
- Joe KudlaFounder & CEOFounder, since 2015Built Vuori from Encinitas into a global premium performance apparel brand and remains the central strategic leader.
- Heather ArchibaldChief Product OfficerJoined 2026Former Rothy's, Title Nine, Gap, and Restoration Hardware product leader hired to lead end-to-end product.
- Andrew FerrerBoard director / General AtlanticJoined board after 2024 investmentGeneral Atlantic managing director added to the board as part of the $825M transaction.
- Chris CareyInvestor / Stripes partnerInvestor since 2024Represents Stripes, a consumer growth investor backing Vuori's global opportunity.
How do you contact Vuori's leadership?
Vuori publishes customer-service contact channels, and LeadIQ/Clay report a first-initial-last email pattern. Personal executive emails are not company-published, so use public company channels or verify any personal address before outreach.
firstinitiallast@vuoriclothing.com reported by LeadIQ/Clay; personal emails not company-publishedHow much funding has Vuori raised?
Vuori has raised about $1.27 billion reported over four rounds, with the latest major transaction an $825 million secondary tender offer in November 2024 at a $5.5 billion valuation.
Vuori raised early growth capital after its 2015 founding, then received a defining $400 million investment led by SoftBank Vision Fund 2 in 2021 at a reported $4 billion valuation. That round helped fund retail expansion, product expansion, and international ambitions while founder Joe Kudla retained majority ownership according to public profiles.
In November 2024, Vuori announced an $825 million investment led by General Atlantic and Stripes, structured as a secondary tender offer and valuing the company at $5.5 billion. Tracxn reports total funding of about $1.27 billion over four rounds. Because the 2024 round was a secondary tender, it is a capital/history signal as much as a primary cash infusion: it brought in growth investors and liquidity while supporting the next phase of global expansion.
How did Vuori get here?
Vuori grew from an Encinitas activewear startup into a global performance apparel brand valued at $5.5 billion.
- 2015Founded in EncinitasJoe Kudla launches Vuori with a Southern California take on performance apparel.
- 2017Profitability milestone reportedMarket commentary describes Vuori as profitable within roughly two years of launch.
- 2021$400M SoftBank-led investmentSoftBank Vision Fund 2 leads a major round valuing Vuori around $4B.
- 2024London Regent Street flagshipVuori opens its first international flagship on Regent Street, expanding beyond the U.S.
- Nov 2024$825M secondary tenderGeneral Atlantic and Stripes lead an investment valuing Vuori at $5.5B.
- Apr-May 2026First chief product officerHeather Archibald joins to lead product as Vuori scales globally.
Who are Vuori's competitors?
Vuori competes with premium activewear, athleisure, and lifestyle performance brands across men's and women's apparel.
- lululemonGlobal premium activewear leader with deep yoga, training, and lifestyle credibility.
- Alo YogaFashion-forward yoga and athleisure brand with strong influencer and studio culture.
- RhoneMen's performance lifestyle brand overlapping with Vuori's original male customer base.
- FableticsMembership-driven activewear brand with value pricing and a large store footprint.
- NikeGlobal sportswear incumbent with unmatched performance credibility and distribution.
- AthletaGap-owned women's activewear brand with stores, loyalty, and wellness positioning.
Vuori — frequently asked questions
