Vuori, one of the fastest growing activewear brands in the US, recently valued at $4bn and loved by celebrities including Harry Styles, Ben Affleck and Kaia Gerber, opens its doors to its first international store in London’s Covent Garden, this September.

Founded by Joe Kudla in 2015 in California, the first UK Vuori store at 25 Long Acre, Covent Garden in London, showcases an extensive collection of the refined men’s and women’s activewear collections, which marry performance and style for every day, not just for the gym.

Covent Garden Rosé Festival 2021



With a clean, modern design, complemented by earthy elements such as birchwood and lots of natural light, the approximately 1,000 square-foot Vuori store brings to life the laidback Californian lifestyle aesthetic and feeling of the brand, in physical form. 

Joining the 24 existing US stores, the London store brings the Vuori community together in a space, which is much more than just a place to shop. Each store acts as an inspiring hub for like-minded UK active and wellness-focused consumers to come together.

“Covent Garden is the perfect location for Vuori in London for our first international store – a thriving destination for DTC brands, with a daily community of UK and international consumers. We couldn’t be more excited to build the brand in the UK and beyond from here, as part of the Vuori omni-channel retail experience. As with all of our stores across the US, we look forward to bringing the local community together in different ways to celebrate and integrate fitness, health and wellness in the London conversation”

 Joe Kudla, Founder & CEO

 Launched first with a strategic focus on menswear, an area Joe considered an afterthought by many other leading brands in the marketplace, Vuori takes inspiration from the active coastal Californian lifestyle; an integration of fitness, surf, yoga and life. Women’s was introduced in 2018, as a continuation of the brand’s phenomenal success and in response to overwhelming demand. 

Vuori’s universal and versatile approach to everyday apparel essentials, is a natural extension of the brand’s home environment where active, conscious and creative people inspire those around them everyday. More than a brand, Vuori is a way of life with Joe and his team supporting and encouraging its dedicated community to continuously enjoy the adventure of life, chase their dreams (the rise) and have fun (the shine) in easy comfort.

Offering a new perspective on performance apparel for each day, the brand is built around the concept of investing in happiness to support everyday adventures. Where material innovation and durability is at the heart of every product and an ambition to create better products for a better world, that last. It was this commitment and passion to invest in everyday happiness that led Joe to create Vuori, understanding the relationship between fitness, nature, creativity and community to empower deeper connections. 

Believing we are happier on a healthier planet, Vuori is conscious of its impact and committed to utilising sustainable fabrics, such as recycled and organic materials, as well as reducing the use of plastics across its shipping and supply chain. Vuori also works with Climate Neutral, offsetting the brand’s carbon footprint through funding projects that help combat global warming. Passionate about its people, Vuori fosters a culture where its team’s personal health, happiness and growth can thrive. The brand’s commitment to investing in happiness is a mantra not just performed but lived.

Vuori’s unrivalled style and performance is available to buy online or in store at 25 Long Acre, Covent Garden, London, WC2E 9LZ, as well as from retail partners including Selfridges, Cotswolds Outdoor, Brown Thomas and Barry’s Bootcamp.  The London store opening ignites the beginning of its European expansion, and follows the brand’s recently acquired $400 Million investment and $4 Billion valuation with SoftBank Vision Fund 2.