Melding Luxury and Performance

Vuori, the Californian performance lifestyle brand, opens its latest London location on Regent Street this fall, marking a key expansion in the brand’s international footprint. Known for its elevated approach to activewear, Vuori’s new flagship combines refined, minimalist design with a commitment to functionality, reflecting the brand’s Californian roots and ethos of wellness.

Located at 83-85 Regent Street, Vuori’s flagship is its first in the UK and second London location, following the Covent Garden store that opened in 2022. With nearly 4,000 square feet over two floors, the store brings an immersive shopping experience designed to contrast Regent Street’s urban energy with a sense of natural tranquility. Each floor carries collections curated for specific needs: the ground level for men’s apparel and the first level dedicated to women’s collections.

The store’s design emphasizes clean lines and neutral palettes, a backdrop that enhances Vuori’s focus on material quality and innovation. A custom skylight above a live-plant atrium floods the space with natural light, creating an atmosphere intended to inspire connection to nature. Through a careful use of stone, concrete, quartz, and soft oak in earthy tones, the flagship’s aesthetic reflects a harmonious blend of luxury and Californian coastal heritage.

Vuori’s expansion strategy is notably community-centric. The Regent Street store is designed to be more than a retail space; it doubles as a gathering spot for wellness-focused activities, including run clubs, fitness events, and special “investment in happiness” days. Founder and CEO Joe Kudla emphasized this approach, noting that Vuori stores are intended as spaces for connection and community engagement. “Vuori is all about connection and community, and our approach to retail locations is intrinsic to its success,” he said.

This new flagship reflects Vuori’s response to a shifting consumer focus toward wellness, versatility, and luxury in everyday apparel. With a disruptive approach to the athleisure market, Vuori has consistently blurred the lines between activewear and lifestyle, evidenced by the brand’s rapid global expansion.

Vuori’s Regent Street store is open Monday through Saturday from 10 a.m. to 8 p.m. and Sunday from 12 p.m. to 6 p.m. as the brand continues its journey of fusing high-performance apparel with refined, community-oriented spaces.

Explore further at Vuori.