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Vuori makes soft, stretchy athletic clothing that people wear to work out and to hang out.
Vuori is an activewear brand that sells leggings, shorts, joggers, and tops designed to feel good enough for the gym but look good enough for the rest of the day. It started with men's clothing and built its reputation on a single fabric called "DreamKnit," a stretchy, buttery-soft material that became the brand's signature. Today it sells full collections for both men and women, and its clothes sit in that blurry space between workout gear and everyday wear — the kind of thing you put on for a run and then keep on for coffee.
The company makes its money selling directly to customers, mostly through its own stores and its website, plus a growing wholesale business through retailers like REI (a private co-op) and Nordstrom. That direct-to-consumer focus matters: it lets Vuori keep more of each sale, control how the brand looks, and build a loyal following without fighting for shelf space. It also means the company carries the cost of opening stores and running warehouses itself. Vuori is privately held, backed by investors including SoftBank, and was valued at roughly $5.5 billion in a 2024 funding round — a big number for a brand founded in 2015 in Encinitas, California, just north of San Diego. Vuori's pitch is comfort first. Where Lululemon built its name on technical performance and a premium price, Vuori leans into softness and versatility, often at slightly lower prices. That has helped it win customers who want one pair of shorts for the trail and the tailgate. The brand has been expanding fast, opening stores across the US and moving into international markets like the UK and China, and it has pushed hard into women's clothing, which is now a major part of the business.
The risky part is the crowded field. Vuori competes with giants like Nike and Adidas, plus fast-growing rivals such as Alo Yoga (private) and Gymshark (private), all chasing the same "wear it everywhere" customer. Growth has been strong, but the company's future depends on whether it can keep opening stores and winning new customers without losing the premium feel that made it popular in the first place.
Saved answer · last researched 15 Nov 2026