Vuori has opened its first New York City flagship. The store, located in SoHo at 106 Spring Street, is the brand’s first East Coast flagship.

Housed in a historic cast-iron building, Soho is known for, the retail store features a modern and clean design with earthy elements. The store is its largest location, at about 5,000 square feet.

The offerings sold at the store focus on fitness, yoga, surf, and lifestyle. Interior design elements include custom fixtures of natural materials, the first display monograph on Vuori, a custom art installation of back-lit mountains representing the meaning of Vuori, Finnish for mountain, and a 40-foot hallway of soft-edge lit repeating arches leading to a fitting room lounge.

“We couldn’t be more excited to bring Vuori to New York and such an incredible location,” said Joe Kudla, founder and CEO. “SoHo has long been one of New York’s most desirable shopping hubs, as it’s the perfect mix of being a place where people live and work, but also where they come to shop, discover new brands and have fun. We look forward to serving new and existing customers and bringing locals together in ways that celebrate and inspire a healthy, happy life.”

In 2015, Kudla launched Vuori as a men’s brand before expanding to include a women’s line. In October 2021, Vuori was valued at $4 billion by SoftBank Vision Fund 2, which invested $400 million in the brand.

The brand’s arrival in New York’s Soho district comes following last month’s opening of its London store in Covent Garden, marking its first brick-and-mortar shop outside of the U.S. After garnering consumer attention and loyalty in the U.S., Vuori began its international expansion into the UK, France, Germany, Ireland, Netherlands, Australia, Canada, China, Hong Kong, Singapore, the Middle East, and Mexico. The brand continues to grow in those countries through eCommerce, wholesale and retail channels.

Vuori has more than 100 store openings scheduled to open in the U.S. over the next five years. To date, it has 24 stores.