In Pictures: Vuori opens new flagship store on London’s Regent Street

Californian performance apparel brand Vuori, which counts celebrities including Tom Holland, Harry Styles and Gwyneth Paltrow among its fans, has opened a new 4,000 sq ft flagship store set over two floors at 83-85 Regent Street in London.

It marks the brand’s first UK flagship and second London opening following the opening of its store at 25 Long Acre in Covent Garden in 2022.

Featuring unique design details, the store aims to inspire consumers to explore the full range of Vuori’s signature apparel with subtle "product zoning" to accentuate categories across leisure, active and lifestyle – with the ground floor dedicated to its men’s collection and the first floor to women’s.

Community engagement is at the heart of Vuori’s stores, described as "more than a space to purchase". The new Regent Street store will provide regular community gatherings such as run clubs and fitness events.

Joe Kudla, Founder and CEO of Vuori, said: "Vuori is all about connection and community, and our approach to retail locations is intrinsic to its success. We couldn’t be more excited to come to Regent Street and take our place on one of London’s most desirable and iconic shopping destinations.

"The experience we offer in our Vuori stores is not only authentic to who we are but it’s a key differentiator from our competitors, and we look forward to deepening our relationship with the local community here."

Richard Ellwood, Head of Customer Partnerships and Marketing at London landlord The Crown Estate, added: "Vuori is a fantastic addition to our central London portfolio. The brand has already proven to be popular in the capital and can now build on that success with its flagship store on Regent Street.

"We’re confident that it will complement the carefully curated lineup of brands on the street and be a hit with locals and visitors alike."

Founded in 2015, Vuori has established itself as "a disruptive leader in a crowded market". The brand received a $400 million investment in 2021, attaining a $4 billion valuation from SoftBank Vision Fund 2, marking it as one of the largest investments in a private apparel company in the activewear market.

Andy Lawrence, VP of International at Vuori, said: "We're only scratching the surface of Vuori's potential in Europe. By strategically planting seeds in key markets, we're creating deep, meaningful connections with our customers through a seamless omni-channel experience. This approach is laying the groundwork for sustained growth and long-term success."

As well as many celebrity fans, Vuori also works with endurance runner William Goodge, gymnastic Livvy Dunne and tennis stars Eden Silva, Marcos Giron and Jacob Fearnley - who played Novak Djokovic earlier this year at Wimbledon.