Store gallery: Vuori has opened the doors to its debut UK flagship store on an iconic London street

The new store marks the brand’s first UK flagship and its second opening in London, alongside its existing store in Covent Garden.

The 4,000 sq ft store can be found at 83 to 85 Regent Street and the brand says it offers customers “a perfect synergy between luxury and performance”.

Customers will be able to shop a range of the brand’s menswear offer on the ground floor and womenswear on the second floor across apparel and accessories, which is all inspired by “the coastal California lifestyle”.

The store houses a “classic, clean and contemporary aesthetic” and has been designed to create a “tranquil and calm” customer journey for shoppers.

Vuori’s new flagship uses neutral tones and specialised lighting to “accentuate the retail experience” and hopes to bring the brand’s elegance to London.

Vuori vice-president of international Andy Lawrence told Retail Week during a tour of the store ahead of its opening that it was always Regent Street that the fashion retailer had its eye on as it felt like the perfect fit for the brand’s first UK flagship.

”A couple of years ago we thought the UK would be a great market and we saw a lot of our competitors doing very well,” he said. “The customer is into fitness and wellbeing and it is a fashion capital so we thought they [customers] would get our aesthetic and our vibe. 

“We started three years ago planting seeds by getting into Selfridges and Harrods and we opened our first store in Covent Garden but Regent Street to me is the arrival moment for the UK and Europe for that matter.

“We were always focused on having a store on Regent Street it just took some time to find the right store and have those discussions with landlords as to what we wanted to do with the space.

“I think it’s the same fundamental reason for the UK as it is in the US as to why the brand is resonating and that’s because the product is just amazing. We talk to people about it but when they put it [the product] on it is incredibly soft, it’s got great performance qualities and it looks amazing.

“Being patient and delivered about how we expanded has also been important. It’s growing fast but it definitely was a patient, seed-planting exercise at the beginning. We believe very strongly that the power of the brand comes across if we are in multiple touchpoints.

“The foundation of the store sets the vibe and we have a coastal California aesthetic and ethos that we really want to come across. We did want it to feel like that but also understanding that this is a historic street and a beautiful building so it’s been all about creating that right environment.”

Vuori founder and chief executive Joe Kudla added: “Vuori is all about connection and community, and our approach to retail locations is intrinsic to its success. We couldn’t be more excited to come to Regent Street and take our place on one of London’s most desirable and iconic shopping destinations.

“The experience we offer in our Vuori stores is not only authentic to who we are but it’s a key differentiator from our competitors, and we look forward to deepening our relationship with the local community here.”

The store officially opens on October 31 and will also provide regular gatherings for customers including run clubs, fitness events and “investment in happiness days” to build a community and boost wellbeing for London shoppers.