This article first appeared in our sister publication, Shop Eat Surf Outdoor (SESO)
Vuori is accelerating its international expansion plans and opening its first stores in Seoul and Beijing following its recent store openings in London and Shanghai. The Seoul store will open this September through a franchise partner, and the Beijing store will open in October.
Vuori also said it’s had a “strong start” to wholesale in Japan and Europe, according to a news release, which indicates there’s a growing appetite in new markets for the brand online. In addition to opening physical stores, the California-based brand’s ecommerce platform now also serves an additional 11 countries, including Sweden, Norway, Denmark, Finland, Switzerland, Spain, Italy, Belgium, Austria, Portugal and Japan.
By the end of 2025, the brand will surpass 100 global stores, with plans for 15 locations outside the U.S. by 2026.
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“Vuori’s international growth has been patient, long-term focused and designed to build brand equity across all key channels where our customer shops,” said Andy Lawrence, SVP of International at Vuori in a statement. “We’re not chasing quick wins, we’re cultivating meaningful communities in high-potential markets. With our new stores in Beijing and Seoul, we’re deepening our presence in key markets in Asia, while our digital expansion into key European and Asian countries allows us to test, learn and scale in a way that’s responsive and efficient.”
Lawrence, who joined Vuori in 2021, has created a data-driven, premium positioning international strategy, said the release. Vuori will open physical retail in top-tier cities while meeting demand and deepening its understanding of smaller markets through ecommerce.
“To date we view international as something like a slingshot: pulled back to build strength before we accelerate and launch forward,” Lawrence added. “The foundational work we’re doing now is setting us up for quicker, sustainable acceleration in the years to come.”
