Shinsegae International launches US activewear Vuori in Korea
- Started in California in 2015, performance apparel intergrating fitness, surf, sport, and art
- Launched first in S.I.Village on Sep 1 and new store opening in Shinsegae Gangnam on 8
Shinsegae International announced to launch a new activewear brand, Vuori.
Shinsegae International has signed an exclusive distribution contract for Korea with Vuori, one of the fastest growing activewear brands in the US. The buisiness will launch in September with a store on Shinsegae Gangnam 5F, Korea’s top department store, as well as Shinsegae International’s platform, S.I.Village Through its partnership with Vuori, Shinsegae International is embarking on its vision to expand and promote sports wear business actively. Shinsegae International signed a contract with J.Lindeberg for 10 years last year as a part of the plan.
Vuori is an performance apparel brand which was founded by Joe Kudla in Southern Califonia in 2015. Joe Kudla perceived sports wear market only consisted of 2 categories, one pursuing only high standard of technic and the other one focusing on women’s wear. He saw men who needed performance apparel for more diverse and versatile acitivities like yoga, fitness, surfing and so on rather than weight training only and decided to launch Vuori.
From the launch of men’s activewear, Vuori expanded its business to women’s wear in 2018.
Vuori creates versatile, high quality, performance apparel, which is built to move in and styled for life. All the products are made in partnership with suppliers which implement systems to minimize environmental impact. And the brand continues to invest in the use of recycled fabric and offset their carbon footprint.
Vuori makes versatile apparel, designed to take consumers through all aspects of their life. The range encompanses Fitness, Lounge, Outdoor and Travel & Commute product. Fitness is a functional line that is most faithful to exercise. Lounge is a core line of Vuori that can be worn comfortably in daily life as well as exercise, and is made in soft fabrics, including DreamKnit™ which was created with the brand's own technology. DreamKnit™ is jersey material made from 89% recycled fiber, which is stretchy and breathable, and has a soft touch like a dream.
The outdoor line consists mainly of outerwear such as jackets and vests while Travel & Commute introduces business looks for both genders.
Shinsegae International plans to create a new market of activewear which breaks boundaries between lifestyle and sports such as Yoga, climbing, travel with Vuori. As interest in exercise and leisure activities is higher than ever, Shinsegae International will carry out aggressive community-based marketing.
As a part of the strategy, Vuori will increase chances to directly contact customers and expand interest by engaging customers with different offerings. Vuori will spread out diverse marketing activities with hotel fitness centers and department store academy to focus on customers to experience the brand.
“Vuori is one of the fastest growing brands in the US and expected to grow raidly in Korea as well. We believe the brand to be settled in the Korean sportwear market successfully based on its product competitiveness and Shinsegae International’s brand management knowhow.” – Shinsegae International CEO William Kim
“Vuori is excited to be launching in South Korea with Shinsegae International. Through this exclusive distribution partnership, we are looking forward to introducing Vuori’s new perspective on performance apparel to the Korean market” – CEO & Founder, Joe Kudla