Southern California-inspired activewear brand Vuori has opened its first East Coast flagship in New York City’s SoHo neighborhood. Located in a historic cast-iron building and featuring a modern, clean design complemented by earthy elements, Vuori SoHo showcases the brand’s full range of men’s and women’s performance apparel.

At 5,000 square feet, the new SoHo is Vuori’s largest location to date and features interior design elements that tell the story of the brand while transporting customers into “a coastal California dream integrating fitness, yoga, surf and life.” Unique features include custom-designed fixtures handcrafted in natural materials, the first-ever display monograph on Vuori and a custom art installation of layered backlit mountain silhouettes representing the meaning of “Vuori” — a Finnish word that translates to “mountain.” As visitors enter the fitting rooms, they’ll experience a 40-foot hallway of soft-edge-lit repeated arches leading to a lounge.

Beyond retail, Vuori wants its stores to act as community hubs, hosting events such as local art shows and yoga classes. The brand’s arrival in Manhattan comes on the heels of its first store in London, which opened in September 2022 in Covent Garden and marked Vuori’s first brick-and-mortar shop outside of the U.S. The brand has more than 100 store openings slated for the next five years.

“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,” said Joe Kudla, Founder and CEO of Vuori in a statement. “We look forward to serving new and existing customers and bringing locals together in ways that celebrate and inspire a healthy, happy life.”



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