Vuori has hired Ashley Kechter, formerly global brand president at Fabletics, as its new global president, a newly created role. The brand also appointed Edward Lee as chief legal officer and corporate secretary amid market speculation that the Southern California-based activewear brand may explore an initial public offering.

The appointments were reported on Vuori’s LinkedIn page.

Vuori Founder and CEO Joe Kudla said in the post, “As we reach a critical 10-year milestone this year and look to the future, I’m confident in our ability to drive continued business growth as we thoughtfully expand Vuori’s footprint and establish deeper connectivity with consumers everywhere. Ashley and Ed are perfectly positioned to help Vuori do just that, and I’m excited to see our brand’s evolution and growth under the incredible knowledge and expertise they bring to their respective roles.”

According to Kechter’s LinkedIn page, Kechter joined Vuori in May, assuming a role that carries full brand and P&L leadership responsibilities across all markets and channels.

Kechter had been Fabletics’ president from 2023 to May 2025. Prior roles include president of global consumer products at Honey Birdette and PLBY Group; chief business officer and general manager at Global Banana Republic; and chief merchandising officer, GM & EVP (omni-level merchandising, im, sourcing, visual, and marketing), RH (formerly Restoration Hardware).

Lee joined Vuori last week, according to his LinkedIn page. He was formerly the chief legal and compliance officer at RH for 13 years, overlapping with Kechter.

Last November, Vuori closed an investment round of funding for $825 million, bringing the company’s valuation to $5.5 billion. In 2022, the activewear brand set a goal to have 100 stores in operation by 2026 and ended 2024 with just over 80 stores in the U.S. and five globally. The brand also sells at REI, Nordstrom and a wide range of run specialty stores.

In April, Vuori signed U.S. football quarterback Arch Manning as an ambassador. Former LSU gymnast Livvy Dunne, golfer Michelle Zhang and surfer Alana Blanchard are among other ambassador athletes signed to the brand.

Images courtesy Vuori, Inc./ LinkedIn