Vuori Lands $825M Investment, Sets Sights on Europe & Asia
The California-based premium activewear company now has a $5.5 billion valuation
Premium activewear brand Vuori scored a $825 million investment led by General Atlantic and Stripes, raising the California-based company’s valuation to $5.5 billion.
Launched in 2015, Vuori secured a $400 million investment in 2021 led by SoftBank Vision Fund 2 and has since expanded its international presence to 18 countries. In 2026, the premium activewear brand expects to exceed 100 stores, with a focus on growth in Europe and Asia.
The brand deepened its partnership with fitness method Pvolve this summer, giving Pvolve members exclusive access to Vuori apparel.
“As we continue to drive momentum, growth, and market share gains, we are grateful to have the additional partnership of these leading organizations,” Vuori founder and CEO Joe Kudla said. “Alongside our existing major investors, Softbank, Norwest and ABP Capital, 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.”
As part of the transaction, General Atlantic managing director Andrew Ferrer will join Vuori’s board of directors.
“We have followed Vuori for many years, as Joe and the team have thoughtfully built an enduring, generational, and category-defining brand,” Ferrer said. “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.”
The pandemic may have accelerated growth in the activewear sector, with no sign of slowing down. Canadian giant Lululemon continues to face competition, with new brands entering the market—the latest being EPU, a unisex activewear line launched by actor Wilmer Valderrama.
