Dive Brief:
- Vuori has named industry veteran Heather Archibald to the new position of chief product officer, effective Monday, according to a company press release.
- As product chief, Archibald is tasked with leading initiatives across design and development, merchandising, raw material planning, production and sourcing strategy. She will report directly to founder and CEO Joe Kudla.
- Archibald most recently served as chief product and merchandising officer for Rothy’s. Prior roles have included chief product officer at Title Nine, as well as product and merchandising roles at both RH and Gap Inc.
Dive Insight:
Vuori is prioritizing product innovation as it scales the brand through expansion of its retail and wholesale platforms.
The company has also expanded into new product categories that complement its core, active-inspired sportswear. Vuori has branched out into such categories as men’s and women’s denim, outerwear and polos.
“This is an exciting moment for Vuori as we continue to build on our strong momentum and invest in the capabilities that will carry us forward,” Kudla said in a statement. “With Heather joining the brand, we’re reinforcing our commitment to a product-first approach — deepening innovation, sharpening storytelling and assortments, and bringing even greater rigor to how we scale while maintaining a deep connection with our consumers.”
Vuori is also expanding its retail presence both in the U.S. and overseas. The brand announced plans to open 15 stores internationally in 2025, including locations in Seoul, South Korea, and Beijing. Vuori now counts over 100 stores globally, with plans for about 25 new stores in 2026, per the release.
“Vuori has built something truly distinctive at the intersection of covetable, high-quality product, its strong ‘Built to Move In. Styled for Life’ north star, and a clear sustainable mission — each setting the stage for an unbelievable future,” Archibald said in a statement.
Vuori, last valued in 2024 at $5.5 billion, was founded in 2015 as a premium active clothing brand that has since grown into a lifestyle company featuring a growing array of product categories based around active fabrics and styling. Investors poured a total of more than $1.2 billion into the brand over the past five years, which Kudla has said was largely used to repay early investors in the brand.
