Southern California-based performance lifestyle brand Vuori announced today an $825 million investment led by General Atlantic and Stripes, two leading global growth investors, along with a cohort of additional investors. The funding (structured as a secondary tender offer) raised the brand’s valuation to $5.5 billion and marks yet another significant moment in the private apparel company’s journey to becoming a category leader.
Building on the brand’s $400 million investment led by institutional investor SoftBank Vision Fund 2 at a previous valuation of $4 billion, this financing reflects Vuori’s momentum in transforming the athleisure industry and the shared belief from its partners and investors that the growth opportunity ahead is substantial. The U.S. athleisure market is expected to grow at approximately +7% CAGR through 2028.
Since launching in 2015, Vuori established itself as a category disruptor in the activewear market by offering a differentiated and more versatile perspective on performance apparel. And after gaining widespread attention and loyalty from consumers in the United States, the brand has strategically expanded its global omnichannel presence – serving customers across 18 countries through a growing network of brick-and-mortar locations and a network of distributors – and is expected to exceed 100 stores in 2026, with a focus on expansion in key markets in Europe and Asia.
With a ‘Built to Move in. Styled for Life’ philosophy, Vuori also continued to thoughtfully expand its assortment of products, with the recent launches of Vuori BlissBlend and Vuori DreamKnit to offer superior quality and versatility that its consumers can rely on day in, day out.
KEY QUOTES:
“As we continue to drive momentum, growth, and market share gains, we are grateful to have the additional partnership of these leading organizations. Alongside our existing major investors, General Atlantic and Stripes will be key strategic partners and supporters in our ongoing mission and growth journey. They bring industry expertise and track records in helping emerging category leaders accelerate their expansion efforts while sustainably scaling globally. We are excited to partner with our new and existing investors to continue pursuing Vuori’s mission to make quality products that empower deeper connections with consumers everywhere.”
– Joe Kudla, Founder and CEO of Vuori
“We have followed Vuori for many years, as Joe and the team have thoughtfully built an enduring, generational, and category-defining brand. Vuori’s immense consumer loyalty and incredible product reflect the brand’s relentless focus on quality and innovation, customer experience, and cultivating its team and community. Vuori has significant whitespace to expand globally, supported by long-term tailwinds in athleisure and a large addressable market across women’s and men’s activewear apparel. We look forward to partnering and leveraging our global footprint to support these efforts for years to come.”
– Andrew Ferrer, Managing Director at General Atlantic, who will join the Vuori Board of Directors as part of the deal
“Vuori encapsulates everything we look for in a Stripes investment – the products are amazing and beloved by the consumer, the team is fanatical about quality and innovation, and the market for athleisure is global with durable tailwinds. We are excited to be partnering with Joe and the Vuori team at this compelling inflection point for the brand.”
– Chris Carey, Partner at Stripes
