Joe Kudla, Vuori's founder and CEO, has opened the brand's first international flagship on Regent Street. He said London is a 'gateway to the world.'
It was just 10 years ago that Kudla was in his garage, dreaming up designs for comfortable, high-performance, no-logo clothing that could look good in the gym, the great outdoors, and the city streets of Southern California.
Next spring a third London store will open on the King’s Road, in the former L.K. Bennett space. It will cater to a local audience that’s completely different from the one in Covent Garden or The flagship carries the full range of men’s and women’s apparel across the leisure, active and lifestyle categories. Vuori was founded as a menswear brand, which is why that collection is located in prime position on the ground floor. Womenswear is on the first floor.
Kudla will continue to expand, and not just in Europe. Earlier this year Vuori opened in Shanghai and a third store is on the way. Although Vuori is mostly a direct-to-consumer brand, it also has a small wholesale business with stores including He built the business on $2.5 million raised from family and friends and by maxing out his credit cards. He said the company never actively raised further funds, and that Vuori has always run on free cash flow.The people and institutions who’ve poured multimillions into the company over the years, including Norwest Venture Partners; former Neiman Marcus executive Jim Gold, and SoftBank Vision, were secondary investors, buying shares off existing backers.
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