Vuori hired Karen Riley-Grant, previously at Levi Strauss & Co., as chief marketing officer, effective January 22.

Riley-Grant was the chief marketing officer at Levi Strauss from February 2021 to March 2023 after having joined the company as VP of global marketing Dockers in October 2016. Other roles at Levi’s for Riley-Grant included VP global marketing, Challenger Brands, and VP Marketing APAC, Middle East and Africa.

Before joining Levi’s, Riley-Grant was an independent marketing consultant at KRG Consulting from 2015 to 2017 after being the senior director of global marketing for Converse’s Chuck Taylor business.

In this new role at Vuori, Riley-Grant will create a vision and strategy for the company and oversee the creative development and execution of its marketing efforts across retail, e-commerce, wholesale, and digital.

“In addition to a 25-year-plus track record of proven experience in the retail industry, Karen brings to Vuori an incredible understanding and passion for developing iconic brands,” said Vuori Founder and CEO Joe Kudla. “As we continue to rise to meet the exciting opportunities that exist for Vuori, it’s equally important we continue to nurture our vision to connect with our community in authentic and unique ways with a message of positivity and possibility. Karen will play a critical role in our continued evolution, and we couldn’t be more thrilled to welcome her to our incredible, growing team.”

“Having loved the brand from afar for some time, I feel honored to join the Vuori team,” said Riley-Grant. “I am inspired by the values of the brand that have helped build an extraordinary business foundation. As I look across the horizon, I see nothing but a clear runway to be the performance apparel brand of choice for fans all around the world. I am excited to build on what the team has created, to amplify the vibrance of the brand and to be part of Vuori’s future success.”

The hiring comes amid a report in early October that Vuori was exploring an initial public offering in mid-2023. Founded by Kudla in the San Diego, CA area, the company expanded to the East Coast, opening its first New York store in 2022. The brand has since established an international presence in the U.K. and China. It operates 30 stores in the U.S. and one in London.

Photo courtesy Vuori