California-based activewear brand Vuori is reportedly prioritising China in its global expansion strategy, with plans to more than double its worldwide store network.

According to a Wall Street Journal interview with company president Ashley Kechter, Vuori aims to increase its China store count from eight to 20 by the end of next year, with growth focused on Shanghai and Beijing.

The expansion forms part of the retailer’s ambition to grow its global store network to more than 300 locations by 2030, more than double its current footprint.

Vuori first entered China in 2022 through Tmall with the ambition to operate in 15 international markets by 2026. The brand currently operates eight stores in the market. It also opened the first location in Shanghai in 2024. 

Beyond China, Vuori is also accelerating its presence in other markets such as South Korea and the Middle East. 

Vuori’s expansion comes as China continues to emerge as a key battleground for premium activewear brands. 

Alongside competitors such as Lululemon and Alo Yoga, the brand is targeting a market in which younger consumers are placing greater emphasis on health, fitness, and wellness, fuelling demand for athleisure products.