The US activewear brand has launched its first New York City store and it serves as the southern California-inspired brand’s official east coast flagship.
Located at 106 Spring Street, SoHo, the new flagship store is housed in a historic cast-iron building featuring a modern and clean design complemented by earthy elements. Spanning 5,000sq ft, the store boasts custom fixtures hand-crafted in natural materials and the first-ever display monograph on Vuori, as well as a custom art installation of layered back-lit mountain silhouettes representing the meaning of ‘Vuori’ – a Finnish word that translates to ‘mountain.’ A 40ft hallway of soft-edge lit repeated arches leads to a fitting room lounge.
“We couldn’t be more excited to bring Vuori to New York and such an incredible location,” said Joe Kudla, Founder and CEO of Vuori. “SoHo has long been one of New York’s most desirable shopping hubs, as it’s the perfect mix of being a place where people live and work, but also where they come to shop, discover new brands and have fun. We look forward to serving new and existing customers and bringing locals together in ways that celebrate and inspire a healthy, happy life.”
Founded in 2015 by Kudla, Vuori started as a men’s brand, before expanding to include a women’s line. The brand has since established itself in the burgeoning activewear market. In October 2021, Vuori was valued at $4bn by SoftBank Vision Fund 2, which invested $400M in the brand.
