US functional sportswear brand Vuori receives $400 million investment

Recently, Vuori, an American functional sports service brand, received a $400 million investment from SoftBank, which surprised many people. After receiving this investment, Vuori 's market valuation directly increased from $200 million two years ago to $4 billion.

Vuori is a functional sportswear brand company that mainly produces high-end performance clothing. It integrates fitness, surfing, sports and art in clothing functions, breaking the boundaries of traditional sportswear and giving a new definition to traditional functional sportswear. From 2015 to 2018, the brand expanded from focusing on men's yoga equipment to women's clothing, and also launched a variety of sports equipment suitable for surfing and running, gradually expanding the market.

The picture comes from Vuori official website

When it comes to yoga clothing, many people's first reaction is mostly related to women, but the brand broke the traditional thinking of the public when it was first established, and took men's yoga clothing as the entry point, which was quite innovative. At that time , the popularity of men's yoga accelerated the development of the brand. However, before SoftBank's investment, the brand was not as popular as Lululemon, a similar brand . However, with this investment, Vuori's brand influence is expected to be further enhanced.

The brand uses the same sustainable materials as lululemon and other brands in its product materials , reducing the waste of resources. It is not difficult to find that brands such as Allbirds and lululemon have one thing in common, which is to promote "green sales", which is also closely related to the deep penetration of the sustainable consumption concept in the United States.

Under the influence of the concept of sustainable consumption, not only do sellers pay more attention to product innovation and quality, but consumers have also made certain changes in their product choices. DTC brands and second-hand resale markets have become one of their choices, and there is a clear trend of diversification of shopping platforms.

It is not difficult to find that with the changes in social concepts, in addition to the quality and price of products , the concepts they convey are also increasingly valued by consumers.

It is reported that the company will expand into Western Europe and Asia in 2022 and add stores in the United States.

Vuori

USA

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