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Activewear unicorn Vuori heads Down Under in global rollout

(Source: Supplied)

South California activewear label Vuori has outlined its plan to enter Australia and six other countries, its first international venture since inception. 

Online stores will be launched in each country, followed by a progressive opening of physical stores. The other overseas markets are the UK, France, Germany, Ireland, Netherlands, and Canada. The expansion follows years of explosive growth and a US$400 million investment from SoftBank Vision Fund 2, which took its value to $4 billion as of last October. 

Besides e-commerce sites, Vuori products will also be sold through wholesale partners including Selfridges, Brown Thomas, Cotswold Outdoor, Barry’s Bootcamp and Bever. The brand is eyeing opening its first international flagship store in London this year. 

Founded in 2015 by Joe Kudla, who is also the company’s CEO, Vuori is known for its premium performance apparel inspired by the “active Coastal California lifestyle”. 

Vuori said it is working to increase its product offering, invest in infrastructure and people while opening a UK distribution hub, and an innovation centre in Taiwan. 

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