Clothing brand has high hopes for China business

American athletic clothing brand Vuori has expanded its presence in China with the recent opening of a new store in Beijing's bustling Sanlitun commercial district, reinforcing its commitment to the growing fitness and lifestyle market in the country.

Known for its soft, high-quality fabrics, minimalist design and a coastal California aesthetic that blends performance with everyday wear, Vuori sees strong alignment between its brand values and key fitness trends in China.

According to Andy Lawrence, vice-president of international at Vuori, the brand expects China to become its largest international market in the future.

Following the launch of its first flagship store in Shanghai in May 2024, its new Beijing location marks a strategic move into North China.

Lawrence noted that Vuori's global product range has resonated strongly with Chinese consumers.

"When we did trend analysis on China before opening here, we found that many of the big trends actually align closely with what Vuori cares about. These include the importance of being outside and being active, the focus on individual well-being and a holistic approach to health, and even from a dressing standpoint, a preference for subtle logo treatments," he said.

He added that both the brand and its community strategy are deeply rooted in fitness, with a strong emphasis on engaging consumers through their existing workout habits. In addition, they focus more on promoting a lifestyle rather than aligning their messaging with any single activity.

To celebrate the Beijing store opening, Vuori has partnered with leading local fitness communities and premium workout studios to host a series of community-driven events. These initiatives aim to strengthen local connections and foster cultural integration, allowing participants to experience the performance and comfort of Vuori apparel through movement, while reinforcing the brand's active, vibrant lifestyle philosophy.

Lawrence also highlighted the global growth of boutique fitness, which naturally connects Vuori with China's evolving fitness scene.

He said that boutique fitness is growing globally, creating a natural connection for Vuori with the boutique fitness community in China. He added that the brand is also looking more broadly beyond boutique fitness to partner with other fitness organizations and related pursuits that share similar values.