Over the past year, we have written about the increasingly crowded and competitive athleisure category where some of the incumbents are feeling squeezed, whereas others like Luluemon have continued to put up outsized growth. And so we recently took a look at some of the smaller up and coming brands such as Vuori which looks to have gained traction.
Vuori’s brick-and-mortar strategy has been on a tear recently. Initially based around Southern California, this athleisure purveyor has since expanded to a dozen other states, opening a 5,000 square foot flagship in SoHo in fall 2022, as well as internationally in Convent Garden in fall 2022. Alo Yoga is also seeing increased foot traffic as their popularity skyrocketed when their street-vibe gear graced nearly every Hollywood celebrity IT girl when everyone was staying at home. Another brand that is seeing year-over-year growth in May 2023 is Aviator Nation. With their unique local build-outs, such as the back room on Abbot Kinney in Venice Blvd that features a ping pong table, retro vibe, and rock-and-roll stage setup complete with vintage surfboards and tie-dyed wall coverings, you are transported to another world.
For Vuori, the Houston store opened less than a year ago, and is already its most trafficked location, showing that laid back Cali-style has appeal beyond multiple state borders.