Vuori

Vuori is a Carlsbad, California-based performance apparel company founded in 2015 by Joe Kudla, who remains Founder, CEO and majority owner. The brand set out to blend the comfort and versatility of athleisure with the technical performance of activewear, initially targeting men before expanding to an about-even split between men's and women's customers.

Vuori built its early growth through a direct-to-consumer model and has since layered on wholesale partnerships with retailers including REI, Nordstrom and Equinox, alongside its own retail stores, which numbered more than 80 in the U.S. and five internationally by the end of 2024. The company is targeting more than 100 stores by 2026 and has said it is focusing international expansion on Europe and Asia.

Vuori has raised institutional capital three times: a $45 million growth investment from Norwest Venture Partners in 2019, a $400 million investment from SoftBank Vision Fund 2 in 2021 that valued the company at roughly $4 billion, and an $825 million secondary tender led by General Atlantic and Stripes in November 2024 that pushed its valuation to about $5.5 billion. Vuori has said it has been profitable on both an EBITDA and net-income basis since 2017 and has framed its funding rounds primarily as liquidity events for early shareholders and employees rather than growth financing.

Ahead of what several outlets have described as a likely future IPO, the company has added a string of senior executives since mid-2025, including its first Global President, Ashley Kechter, and a new Chief Legal Officer, Edward Lee, and added former Nike COO and CFO Andrew Campion to its board in September 2025.