This article first appeared in our sister publication Shop Eat Surf Outdoor (SESO)
Vuori has named Ashley Kechter as Global President with full brand and P&L leadership across all markets and channels, according to a company post on LinkedIn.
Kechter has worked at a wide range of apparel and retail companies including Fabletics as Global Brand President, Banana Republic as Chief Business Officer and General Manager, Gap as SVP Global Omni Inventory Management, and Restoration Hardware as Chief Merchandising Manager, GM and EVP.
- Related Reading: Check out Retail TouchPoints’ interview with Kechter from early this year on the growth strategy of Fabletics
Vuori has been growing rapidly for years both at wholesale and with its own brick-and-mortar stores both domestically and internationally. In November 2024, the company secured a new $825 million investment from two private equity firms — General Atlantic and Stripes — along with a cohort of additional investors. That brought the active brand’s valuation to $5.5 billion, up from its previous valuation of $4 billion in 2021 when SoftBank Vision Fund 2 invested $400 million.
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Vuori also announced this week that it has named Edward Lee as Chief Legal Officer and Corporate Secretary.
“As we reach a critical 10-year milestone this year and look to the future, I’m confident in our ability to drive continued business growth as we thoughtfully expand Vuori’s footprint and establish deeper connectivity with consumers everywhere,” Vuori Founder and CEO Joe Kudla said in the LinkedIn post. “Ashley and Ed are perfectly positioned to help Vuori do just that, and I’m excited to see our brand’s evolution and growth under the incredible knowledge and expertise they bring to their respective roles.”
