Dive Brief:
- Continuing its physical expansion, athleticwear brand Vuori is opening a store at the Mall of America in Bloomington, Minnesota, this Spring, according to details emailed to Retail Dive on Thursday.
- The location is Vuori’s first store in Minnesota, and the brand will offer both men’s and women’s athleticwear there. In the 5.6 million-square-foot mall, Vuori’s store will be on Level 1 South.
- The opening comes almost a year and a half after Vuori announced plans to open 100 U.S. stores over tthe course of five years.
Dive Insight:
In addition to expanding its brick-and-mortar presence, Vuori has looked for growth by revamping its leadership and raising capital. In September 2021, Peter LaBore joined the brand as its first chief operating officer, and Andy Lawrence became the company’s first vice president of international.
The following month, Vuori raised $400 million from the SoftBank Vision Fund 2, a deal valuing the company at $4 billion. Though founder and CEO Joe Kudla said much of the funding would be used to reward shareholders, the company also planned to use the capital infusion to support its expansion into new markets.
Vuori has expanded its brick-and-mortar and e-commerce presence broadly over the past year. Last April, the retailer moved outside of the U.S. for the first time, introducing e-commerce businesses in the U.K., France, Germany, Ireland, Canada, the Netherlands and Australia. The retailer also tapped Selfridges, Barry’s Bootcamp, Bever and others to serve as wholesale partners in those countries. Since then, Vuori has also expanded into China, Singapore, the Middle East and Mexico.
In the U.S., Vuori debuted its first flagship store in New York City in October. Minnesota is another new market for the brand.
“Vuori’s opening at Mall of America will offer our diverse and expansive visitors an exclusive opportunity to experience the brand’s commitment to elevated design and guiding principles,” Ashley Hofmann, senior leasing manager at Mall of America, said in a statement. “Mall of America has established itself as the premier retail destination for athleisure brands, providing a platform for these brands to connect with an engaged audience who prioritize style, function and sustainability in their active lifestyles.”
