This Vuori company profile covers the company's valuation, revenue, funding rounds, investors and history. Vuori works in consumer, with a focus on activewear and apparel. It was founded in 2015 and is headquartered in Encinitas, California, United States. Its latest valuation on record is US$5.5 billion (November 2024). Every figure links to a public source, and anything the company hasn't disclosed is marked as such.
Revenue
Funding history
| Date | Round | Amount | Valuation | Investors | Source |
|---|---|---|---|---|---|
| Nov 2024 | Secondary tender offer | US$825M | US$5.5B | General Atlantic and Stripes (leads) | General Atlantic press release |
| 2021 | Growth round | US$400M | US$4B | SoftBank Vision Fund 2 (lead) | Glossy |
Vuori timeline
Key dates from the sources on this page, oldest first. Metric snapshots are listed after the funding events.
- 2015 — Vuori is founded in Encinitas by Joe Kudla (CEO).
- 2021 — Growth round: US$400M, valuing the company at US$4B. Investors: SoftBank Vision Fund 2 (lead).
- Nov 2024 — Secondary tender offer: US$825M, valuing the company at US$5.5B. Investors: General Atlantic and Stripes (leads).
Investors
Overview
Vuori is a California activewear and lifestyle clothing brand that makes comfortable, versatile clothes for exercise and everyday wear, such as joggers, shorts, leggings, tops and outerwear. It became known first for men's performance shorts and its soft "DreamKnit" fabric, then expanded strongly into women's clothing. Its relaxed, coastal California image positions it as an alternative to more fitness-focused brands. Vuori sells online, through its own stores and through wholesale partners, and in November 2024 a US$825 million investment led by General Atlantic and Stripes valued it at US$5.5 billion.
Joe Kudla founded Vuori in 2015 in Encinitas, near San Diego, and serves as CEO. Kudla saw an opening for athletic clothing that men could wear beyond the gym, at a time when the activewear boom had largely focused on women. The company grew steadily through wholesale partners such as REI and Nordstrom before expanding its own stores and online business.
Products
- Men's activewear: shorts, joggers, tees and performance tops, including its best-known Kore shorts and Ponto joggers.
- Women's activewear: leggings, joggers, sports bras and tops, now a major share of sales.
- Lifestyle and outerwear: clothing designed for travel, work and casual wear.
- Accessories: bags, hats and other items.
Funding
Vuori raised growth capital from investors including Norwest Venture Partners and ABP Capital. In 2021, a US$400 million round led by SoftBank Vision Fund 2 valued it at US$4 billion. In November 2024 it announced an US$825 million investment led by General Atlantic and Stripes at a US$5.5 billion valuation. The deal was a secondary tender, meaning most of the money went to early investors and employees selling shares rather than to the company. Reports suggested this could indicate Vuori wasn't in a hurry to go public, though IPO speculation continues.
Business model
Vuori sells through its website, its own stores and wholesale partners including outdoor, department and specialty stores. Direct sales give higher margins and customer data, while wholesale extends reach. It focuses on a core range of best-sellers in new colours, which helps manage inventory, along with seasonal products. Its premium prices are supported by fabric quality and brand loyalty.
Competition
Vuori competes with Lululemon, the category leader; with Alo Yoga, Athleta, Rhone, Ten Thousand and Outdoor Voices; with sports giants Nike and Adidas; and with direct-to-consumer basics brands such as Quince and Skims in some categories. Its advantages are strong appeal to men, a lifestyle positioning and a loyal customer base.
Vuori at a glance
Vuori is an Encinitas, California, activewear brand founded in 2015 by Joe Kudla, who is CEO. It sells men's and women's activewear and lifestyle clothing online, in its own stores and through retailers. It was valued at US$4 billion in 2021 and at US$5.5 billion in an US$825 million secondary investment led by General Atlantic and Stripes in November 2024.
Timeline
- 2015: founded in Encinitas.
- 2016–2019: grows through wholesale partners such as REI.
- 2019–2020: expands women's line and opens its own stores.
- 2021: raises US$400 million at US$4 billion led by SoftBank.
- November 2024: US$825 million investment at US$5.5 billion.
The activewear boom
Activewear has become everyday clothing for many people, a trend called "athleisure" that accelerated during the pandemic when more people worked from home. Lululemon showed how premium prices and community-driven marketing could create a large, profitable brand. Vuori and Alo have since grown quickly by appealing to customers who want similar quality with a different style. Competition is intense, and brands must keep products fresh while avoiding excess inventory.
Why the secondary deal matters
Secondary tenders let early investors and employees turn shares into cash without the company going public. For employees, this provides rewards for years of work; for the company, it reduces pressure to list before it's ready. Large secondary deals have become common among successful private companies, including in consumer brands. Our guide to tender offers explains how they work.
Who buys Vuori
Vuori's customers include men and women who want comfortable clothing for exercise, travel and daily life, particularly in the US, with growing international sales.
Valuation context
Vuori's valuation increased by about US$1.5 billion between 2021 and 2024, while many consumer brands saw values fall. Lululemon's public market valuation provides a benchmark, though it has fluctuated as growth slowed.
Risks
- Competition: activewear is crowded with strong brands.
- Fashion risk: style preferences can shift quickly.
- Tariffs and supply chain: overseas production costs can rise.
- Retail expansion: stores require capital and good locations.
Questions for shoppers
- Which fabrics suit your activities?
- How does sizing compare with other brands?
- What are the return and exchange policies?
Wholesale versus direct sales
Many apparel brands start by selling through other retailers, which provides reach and credibility but at lower margins. Vuori built early momentum through outdoor and department stores, then shifted more sales to its own website and stores, where it keeps the full price and owns the customer relationship. Balancing the two channels is a constant challenge: wholesale partners want exclusive products and good margins, while direct sales require investment in stores, e-commerce and marketing. Brands that manage both well, such as Lululemon in its early years, can grow quickly while maintaining strong margins.
International expansion
Vuori has expanded beyond the US with stores and online sales in markets such as Canada, the UK, Europe and Asia. International growth can extend a brand's runway, but it requires local marketing, inventory planning and an understanding of different sizing and style preferences. Many US apparel brands struggle abroad, so international results will be an important indicator of Vuori's long-term potential.
Questions for investors
- How fast are direct sales growing compared with wholesale?
- How profitable are its stores?
- How much of growth comes from women's products and international markets?
These factors will matter most if Vuori decides to go public.
Latest developments (October 2026)
Vuori has not announced new funding since its November 2024 round of US$825 million, led by General Atlantic and Stripes at a US$5.5 billion valuation, as recorded by Fundcomb. The activewear brand has used the money to open stores and expand internationally. See our direct-to-consumer brands guide.
What to watch
Watch store openings, international growth, women's sales and any IPO plans.
Takeaways
Shoppers get versatile activewear for daily life. Founders can see how targeting an overlooked customer, men in athleisure, created a large brand. Investors should note that its 2024 deal was a secondary sale.
Sources
Every figure on this page comes from the public sources below. Where sources disagreed, we used the company's own announcement or a primary news report. Private-company data changes; check the date beside each figure.
Frequently asked questions
What does Vuori do?
Vuori is a consumer / activewear and apparel company headquartered in Encinitas, California, United States. It was founded in 2015.
What is Vuori's valuation?
Vuori was valued at US$5.5 billion as of November 2024, according to General Atlantic press release. Private company valuations are set at funding rounds or share sales and can change significantly between them.
How much revenue does Vuori make?
Vuori is a private company and has not publicly disclosed its revenue. Figures on third-party sites are usually modelled estimates rather than numbers reported by the company.
What was Vuori's latest funding round?
The most recent financing we have verified is a secondary tender offer in Nov 2024: US$825M, at a valuation of US$5.5B. Source: General Atlantic press release.
Who are Vuori's investors?
Investors named in public announcements include General Atlantic, Stripes, SoftBank Vision Fund 2, Norwest Venture Partners and ABP Capital.
Who founded Vuori?
Vuori was founded in 2015 by Joe Kudla (CEO).
Is Vuori a public company?
No. Vuori is a private company (private, venture backed), so its shares are not traded on a stock exchange and it isn't required to publish its financial results.
Where is Vuori headquartered?
Vuori is headquartered in Encinitas, California, United States.