How Vuori Became the $5.5 Billion Brand Everyone in China Suddenly Wants
If you haven’t heard of Vuori yet, you’re officially late to the most comfortable party in activewear.
The California-born brand, founded in 2015, has become one of the biggest names in the global “performance-meets-lifestyle” wave. By the end of 2024, Vuori was valued at a jaw-dropping $5.5 billion after scoring $825 million in fresh funding. Not bad for a brand that built its empire on buttery-soft joggers and a chill SoCal mindset.
Now, Vuori is taking its next big leap: China.
From Tmall to Taikoo Li: Vuori’s Smooth China Entry
Vuori didn’t just parachute into China with a logo and a dream. It played the long game.
The brand first tested the waters online in late 2022 with its Tmall store, quietly winning over early adopters. After seeing strong digital traction, Vuori went offline in 2024, opening three sleek stores in Shanghai at Jing’an Kerry Centre, Grand Gateway 66, and iapm mall.
By October 2025, Vuori opened its first Northern China store in Beijing’s Taikoo Li Sanlitun, one of the most influential fashion districts in Asia.
The verdict? Solid wins all around. Each store exceeded expectations and turned a profit early. Online, Tmall sales continue to climb while the brand preps for expansion on JD.com.
Local Love: Chinese Shoppers Are Feeling the Fabric
Chinese shoppers are vibing hard with Vuori’s products. Social posts and in-store feedback keep repeating the same line: “Softest fabric I’ve ever worn.”
For women, the DreamKnit and BlissBlend lines are clear favorites. For men, the Strato Tech and Meta collections are performing just as well. These are not impulse buys - customers recognize the value and technical quality behind every stitch.
The only catch? Most shoppers are still discovering Vuori for the first time. Awareness is growing fast, but curiosity remains the key entry point.
Much like its US story, Chinese consumers walk into a store not knowing the brand and walk out believers. It’s the classic “touch, feel, buy” playbook… and it’s working.
Vuori’s Customers: From Gen Z Gym Rats to Zen CEOs
Vuori refuses to pigeonhole its audience.
Yes, it draws in plenty of younger shoppers who live in leggings and drink green juice. But it also resonates with professionals who work out, meditate, and want clothes that feel as good as they look. The brand’s real magic is its cross-generational appeal: active, mindful, and quietly stylish.
This customer diversity mirrors Vuori’s US success, proving that wellness and comfort are universal languages.
The Global Game Plan: Expand Smart, Not Fast
Vuori’s global expansion is the opposite of reckless. The team calls it “getting it right.” The brand only moves when the market fit is perfect, prioritizing consistency and brand integrity over speed.
The approach is modular: the core product line stays the same worldwide, but local stores adjust assortments based on size and demand. What sells best in London might differ slightly from what flies off the shelves in Shanghai.
Vuori also prefers clustered growth. Instead of one flagship per country, it builds multiple stores per market to create density and recognition. London already has three locations, and the brand even signed British tennis star Jack Draper as a global ambassador.
In Japan, Vuori works through wholesale partners to navigate a smaller boutique fitness culture. In South Korea, activewear demand is booming, powered by celebrity influence, and Vuori is just starting to capture that wave.
The Road Ahead: China Is Vuori’s Biggest Bet Yet
Following its Beijing debut, Vuori plans to expand into Hangzhou, Shenzhen, and Chengdu in the next few years.
There’s one big adjustment: China’s retail spaces tend to be smaller than the brand’s US stores, which means tighter curation and sharper merchandising. But Vuori’s leadership isn’t in a rush. Store growth will happen naturally based on performance, not pressure.
If the brand’s early read on China holds true, the market could become Vuori’s largest overseas territory - even surpassing its breakout success in the UK and Japan.
The Takeaway: Vuori’s China Playbook Is All About Patience and Precision
In an era when most brands rush into China shouting “We’re global now,” Vuori is doing the opposite. It’s whispering - softly, confidently, in the world’s smoothest fabric.
By letting the product speak first, Vuori is earning real loyalty, not just hype. And that might be the most Californian thing about it: effortless success built on substance.
