Softbank-Backed Activewear with $4 Billion Valuation

What is Vuori?

Vuori is a California-based activewear and lifestyle clothing brand. Vuori is known for its high-quality sports apparel, which includes both men's and women's workout clothing, activewear, and athleisure wear. The brand stresses a balance of performance and style, making their apparel appropriate for a variety of physical activities such as yoga, running, training, or simply wearing around the house. The brand is backed by Softbank and is also known as a Lululemon competitor.

From Vuori Spring 2023 Campaign

What Led the Vuori Brand's Rise?

Firstly, the brand's commitment to creating high-quality, versatile, and stylish activewear and At its core, Vuori is designed for high performance with quality in mind. Besides that, the brand attaches importance to sustainability. The founder's vision for the company was "a clothing brand that focused on everyday apparel, but it had to be able to withstand the difficulties of action.”. Kudla founded the company in California with that vision, and the company got funded by investors and institutions. These days, brands have products in the man and woman categories, but Kudla had a great idea: focusing on men. Kudla thought that activewear brands are not focusing on male categories; instead, they are focusing on women, especially in yoga apparel. With that opportunity, the men’s apparel category had a huge impact on growing. Also, men's yoga shorts became a bestseller.

Vuori’s Website Men Yoga Collection

Additionally, the brand's emphasis on sustainability and ethical manufacturing practices has attracted a growing number of conscious consumers who value environmentally friendly and socially responsible brands. Vuori's dedication to using eco-friendly materials and supporting fair labor practices has helped it build a loyal customer base.

Vuori Marketing Strategies

The brand's strategic marketing efforts:

  • Collaborations with influencers, instructors, and athletes have helped increase its visibility and reach a wider audience. Community programs brought people to Vuori.

  • Building Facebook Audience: Vuori strategically distributed their products to fitness professionals and influencers, harnessing the power of word-of-mouth marketing within their community while simultaneously building and scaling their online presence through Facebook advertising.

  • Effective E-commerce Strategy: The brand always put pressure on e-commerce platforms and always migrated to new technologies to utilize customer feedback.

  • Presenting incredible events and bringing people together to sweat and share similar experiences:

Key Takeaways

One key brand takeaway from focusing on men's activewear apparel is that when the market is not focused on this category, other marketing efforts are effective, but focusing on men’s activewear was like finding a void in the market, and it was a great way to grow.

Activewear Market Insight

According to Statista, in 2021, the worldwide sportswear market is estimated at around 319.4 billion US dollars. This was expected to increase to more than 450 billion dollars by 2028. Vuori is looking to increase its market share and is planning to make an IPO of the company, according to Bloomberg. The company has a current valuation of $4 billion.

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