Name

Vuori

Legal name

Vuori, Inc.

Website

https://vuoriclothing.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

501–1,000 employees

Ownership category

akta.pro rank

Product category

Premium Performance Apparel

NAICS

Clothing and Clothing Accessories Retailers (4581), Apparel Accessories and Other Apparel Manufacturing (3159)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Retail-Apparel & Accessory Stores (5600), Retail-Women's Clothing Stores (5621)

akta.pro primary industry

Athletic / Performance & Activewear Brands (CRAAAAAD)

akta.pro secondary industries

Running & Endurance Wear (CRAAAEAD), Yoga, Pilates & Studio Wear Retail (CRAMACAE), Luxury & Designer Footwear (CRAAACAI)

Keywords

• Performance apparel
• Athleisure clothing
• Athletic activewear
• Premium sportswear
• Lifestyle activewear

Headquarters

HQ city

Encinitas

HQ country

United States

HQ region

North America

Offices8 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure, Others

Revenue model

1. Direct-to-Consumer Apparel Sales: Vuori generates revenue primarily through direct sales of premium performance apparel to consumers via its e-commerce platform and retail stores. Products include activewear for men and women including leggings, shorts, tops, joggers, and accessories at price points ranging from $54 to $198+.
2. Wholesale Distribution: Vuori sells through wholesale partners including Nordstrom and REI, using these relationships strategically to enter new markets before launching company-owned retail locations in those regions.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Vuori designs, manufactures, and sells premium performance apparel and athleisure clothing for men and women — including leggings, joggers, shorts, sports bras, tops, outerwear, denim, and accessories — powered by proprietary fabrics such as DreamKnit™ and BlissBlend™. The brand sells directly to consumers through its e-commerce platform and 100+ branded retail stores, with selective wholesale distribution through Nordstrom and REI and athlete-collaborator product collections.

Product overview

Vuori is a premium performance apparel brand offering a unified product ecosystem centered on proprietary fabric technologies and lifestyle-performance clothing for men and women. The core portfolio spans two signature fabric technologies—DreamKnit™ (89% recycled, soft brushed jersey knit) and BlissBlend™ (75% recycled, buttery-soft performance fabric)—which power multiple sub-brand collections including the Kore performance shorts line, Sedona French terry lounge collection, Meta™ lifestyle-performance trousers, and AllTheForm™/AllTheFeels™ activewear. The brand complements its apparel with ACTV Studio (free online workout videos), ACTV Club community events, athlete partnerships (Livvy Dunne, Arch Manning, Jack Draper, Jared Goff), and digital gift cards. Recent expansion includes the women's denim collection (March 2026) and international retail presence in Seoul, Beijing, London, and Shanghai.

Differentiator

Problem solved

Functional benefit

Products and services

• DreamKnit™ Collection Vuori's signature collection powered by DreamKnit™ — a soft brushed jersey knit fabric made with 89% recycled materials that wicks sweat and stretches in four directions. Mix-and-match apparel for men and women suitable for travel, lounge, and workouts.
• BlissBlend™ Collection Women's activewear collection powered by BlissBlend™ — a buttery-soft performance fabric made with 75% recycled materials and 360-degree stretch that gets softer with every wash. Includes sports bras, leggings, tanks, and shorts.
• Kore Collection Men's high-performance athletic shorts and clothing engineered for every sport, featuring a lightweight breathable shell, built-in boxer-brief liner, quick-dry construction, and zip-back pockets.
• Sedona Collection Elevated loungewear and recovery collection in ultra-soft sueded stretch French terry, designed for travel, rest, and low-key movement with a relaxed drape and refined feel.
• Vuori AllTheForm™ Collection Smoothing-coverage and hold activewear collection with four-way stretch, designed for low-to-high intensity workouts; includes bras, leggings, and shorts.
• Vuori AllTheFeels™ Collection Buttery-soft activewear collection built on BlissBlend fabric for low-intensity workouts, everyday wear, and active leisure, offering superior stretch and weightless comfort.
• Vuori Meta™ Collection Versatile lifestyle-performance trouser collection blending the timeless 5-pocket design aesthetic with stretchy, moisture-wicking knit fabric for a dressed-up look with athletic comfort.
• Women's Denim Collection Vuori's first women's denim capsule expanding beyond activewear into lifestyle categories. Includes a vintage wide-leg jean and an oversized denim jacket in bone and light indigo washes, in custom premium denim blended with Tencel lyocell.
• HardKore Short Vuori's most technical performance short, featuring a premium grid mesh liner, breathable woven shell fabric, zip back pocket, liner phone pocket, high quick-dry, and moisture-wicking capabilities.
• ACTV Studio Vuori's free online workout platform offering Yoga, Strength, Pilates, Meditation, and Breathwork classes created by Vuori instructors, with exclusive content from fitness professionals such as Kirsty Godso.
• ACTV Club Vuori's in-store and local fitness events program — community workouts, studio classes, and brand activations hosted at Vuori retail locations worldwide.
• Livvy Dunne Favorites Collection Curated collection of Livvy Dunne's favorite Vuori performance styles, developed with LSU gymnast and brand ambassador Livvy Dunne.
• Arch Manning Picks Collection Curated selection of Arch Manning's recommended Vuori workout shirts and performance gear, developed with the football quarterback brand partner.
• Jack Draper Wimbledon Collection Apparel capsule tied to British tennis player Jack Draper's "Return To Centre" campaign ahead of Wimbledon 2026, including on-court and lifestyle apparel emphasizing resilience and recovery.
• Vuori Digital Gift Card Digital Vuori gift cards redeemable for merchandise in US Vuori retail stores or online at vuoriclothing.com, available in denominations of $25, $50, $75, $100, $150, $200, and $500.

Quantifiable outcome

• 51.6% of consumers who know Vuori link the brand to purchase occasions (vs 7.3x awareness level)
• +4 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature4 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Livvy DunnecoreGTM or Marketing Partner · 1 June 2026LSU gymnast and prominent social media influencer serves as Vuori brand collaborator with dedicated product collection 'Livvy Dunne's Favorites' featuring performance apparel.
• OceanaminorStrategic or Co-development Partner · 1 June 2026Partnership with Oceana, the largest international ocean conservation advocacy organization, to raise awareness during World Oceans Month about threats to ocean ecosystems. Includes over 300 policy victories and protection of nearly 4 million square miles of ocean habitat.
• Boarding for Breast Cancer (B4BC)minorStrategic or Co-development Partner · 1 June 2026Nonprofit organization providing nature-based wellness retreats for young women affected by breast cancer. Vuori partnered to sponsor a community member for an Ocean Wellness Retreat during Breast Cancer Awareness Month.
• Fly AllianceminorGTM or Marketing Partner · 1 November 2025Private aviation company offering exclusive Black Friday jet card promotions featuring upgrades and lifestyle benefits including shopping credits with Vuori.
• Jared GoffminorGTM or Marketing Partner · 1 September 2025NFL quarterback (Detroit Lions) named official Vuori brand ambassador, embodying values of composure under pressure and mindfulness.
• OpenAI/ChatGPTcoreTechnology or Integration · 1 September 2025Vuori integrated with OpenAI's Agentic Commerce Protocol for ChatGPT Instant Checkout feature, enabling AI-powered purchasing directly within chat conversations. Part of broader Shopify merchant network rollout.
• Jack DrapercoreGTM or Marketing Partner · 1 August 2025British tennis player (World No. 4) partnered with Vuori in August 2025 for 'Return To Centre' campaign featuring apparel collection ahead of Wimbledon 2026, highlighting themes of resilience and recovery.
• Arch ManningcoreGTM or Marketing Partner · 1 April 2025Football quarterback partnered with Vuori with dedicated 'Arch Manning's Picks' product collection featuring workout shirts and performance gear.
• PvolveminorStrategic or Co-development Partner · 1 August 2024Vuori and Pvolve built on successful partnership combining Vuori apparel with Pvolve's functional fitness method and specialized exercise programs.

Scale indicators15 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• Lululemon Athletica: Lululemon is the dominant premium activewear brand globally, directly competing with Vuori in women's and men's performance leggings, joggers, and lifestyle apparel at comparable premium price points ($98-$150+). Both target affluent, health-conscious consumers and emphasize fabric innovation and community-driven retail experiences.
• Alo Yoga: Alo Yoga is a closely comparable DTC-first premium activewear and lifestyle brand targeting similar high-income, wellness-oriented consumers. Like Vuori, Alo emphasizes yoga/Pilates-inspired apparel, celebrity ambassador strategies, and premium positioning with overlapping product categories (leggings, sports bras, lifestyle wear).
• Athleta (Gap Inc.): Athleta is Gap Inc.'s women's activewear brand competing directly with Vuori's women's segment in leggings, sports bras, and performance apparel. Both target wellness-oriented women with premium positioning, though Athleta benefits from Gap Inc.'s larger distribution and marketing budget.
• Beyond Yoga: Beyond Yoga (acquired by Levi Strauss & Co.) is a premium women's activewear and lifestyle brand focused on buttery-soft fabrics and inclusive sizing, closely comparable to Vuori's BlissBlend™ positioning. Both brands emphasize softness, comfort, and versatile wear, targeting similar female consumers.

Broad incumbents

• Nike: Nike is the global athletic apparel incumbent with overlapping performance wear, lifestyle, and athleisure offerings across all categories Vuori competes in. Andrew Campion, former Nike COO/CFO, joined Vuori's board, reflecting the category overlap. Nike competes on scale, brand, and innovation but operates across much broader sports categories.
• Adidas: Adidas competes in the broader performance and athleisure space with overlapping men's and women's activewear, training, and lifestyle categories. While Adidas is more mass-market and sport-focused than Vuori's premium positioning, the brands overlap in performance joggers, leggings, and lifestyle apparel segments.

Emerging players

• Outdoor Voices: Outdoor Voices is a smaller DTC activewear brand emphasizing community, recreation, and technical lifestyle apparel with overlapping product categories to Vuori. Both brands pursue community-driven marketing and exercise-focused positioning, though Outdoor Voices is at a smaller scale.
• P.E Nation: P.E Nation is a premium activewear and streetwear brand with overlapping categories in performance apparel, athleisure, and lifestyle wear. Both target style-conscious, fitness-oriented consumers at premium price points, though P.E Nation leans more toward fashion-forward streetwear aesthetics.
• Free People Movement: Free People Movement is the activewear sub-brand of Free People (owned by URBN) competing in women's performance leggings, sports bras, and lifestyle activewear with a bohemian-luxe aesthetic. Both target similar affluent female consumers with versatile activewear collections.
• Splits59: Splits59 is a premium women's activewear brand specializing in performance leggings, sports bras, and lifestyle apparel with technical fabric focus. Comparable to Vuori's women's segment in product category, premium positioning, and DTC-led distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCgaxnqz_k0ADh3gJ4y5tJ9g
• Instagraminstagram.com/vuoriclothing
• Xx.com/vuoriclothing

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds4 records

Investors7 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Vuori