Vuori is a buzzy activewear brand based in Carlsbad, California, known for its sweatpants.
The company was founded in 2015 but took off in 2020, when the pandemic drove demand for athleisure. Joe Kudla, its founder and CEO, said the brand nearly tripled revenue that year.
Fans swear by Vuori's versatile pieces for travel. Celebrities and TikTokers can't get enough of its "hero" piece — a $100 jogger.
In 2021, the direct-to-consumer company landed $400 million in funding from SoftBank, valuing the company at $4 billion. Insiders say Vuori is planning to go public next year, Bloomberg reported.
The company's focus on using more-sustainable fabrics and a commitment to ethical manufacturing practices is a point of differentiation from competitors such as Lululemon and Athleta. The company asks all its suppliers to follow a code of conduct. While this is only a starting point, it's more than many fashion brands are doing.
The company is focused on growing its brick-and-mortar business. It has 40 stores globally and plans to open 100 stores by 2026.
The company's aggressive plan to expand its retail footprint includes goals to open stores in China, Canada, Australia, and Japan.
I visited Vuori's SoHo location in New York City to see what's so special about the brand.