Remarkable Retail

Vuori CEO & Founder Joe Kudla Live on Stage: Scaling a Global Brand with Product, Purpose & Community

10 snips
Jul 1, 2025
Joe Kudla, CEO & Founder of Vuori, talks about his premium performance apparel brand inspired by California's active lifestyle. He reveals insights into Vuori's growth amidst retail challenges, including tariff uncertainties and shifting store dynamics. Joe emphasizes the importance of community engagement and innovation in a competitive market. The discussion also highlights contrasting performances between major retailers and explores how vulnerability in leadership fosters a strong company culture. Exciting updates on Vuori's global expansion efforts are shared too.
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ANECDOTE

Vuori's Authentic Origin Story

  • Joe Kudla founded Vuori inspired by his active coastal California community and a lack of men's yoga apparel.
  • He aimed to create soft, stylish, versatile performance wear that fits both workouts and everyday life.
INSIGHT

Product as the Core Differentiator

  • Vuori distinguishes itself with a fabric-led approach and a men's-first focus that evolved to 50-50 gender mix.
  • Product quality and unique fabrics provide the core brand differentiation amid a crowded activewear market.
ANECDOTE

CEO as Men's Fit Model

  • Joe transitioned from CPA to men's fit model to stay deeply connected to Vuori’s product development.
  • His hands-on involvement ensures alignment with his product obsession and brand culture.
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