Vuori targets China expansion, raising pressure on Lululemon
Vuori plans 20 China stores by 2027 and more than 300 globally by 2030, intensifying pressure on lululemon in a market where it already tops $1 billion.
Vuori is moving deeper into China with plans to open 20 stores there by 2027, up from eight, as part of a broader push to more than double its global store count to over 300 by the end of 2030. The California activewear brand is also building a dedicated China team, lining up local fulfillment partners and speaking with marketing agencies about influencer relationships.
The strategy is tightly focused on major cities such as Shanghai and Beijing, a cluster-based approach that gives Vuori a way to build brand heat without scattering small bets across the country. Vuori also launched on Tmall in October 2022 under the localized name Feiaoli, giving it a digital foothold before the store push. Ashley Kechter, Vuori’s president, said tariffs forced the company to change sourcing vendors for certain goods and raise some prices, a reminder that expansion, pricing and supply-chain pressure are landing at the same time.
That matters for lululemon because China is already a real business, not a future prize. In fiscal 2024, lululemon said it surpassed $1 billion in net revenue in China Mainland, and by fiscal Q4 2025 China Mainland net revenue reached $528.4 million, up 24% from a year earlier. In fiscal Q1 2026, China Mainland net revenue rose 30% to $478.4 million. The company ended fiscal 2023 with 711 company-operated stores worldwide and fiscal 2024 with 767, underscoring how much physical scale it already has behind its brand.
For educators, key leaders and assistant store managers, Vuori’s move is not just about another premium label opening doors overseas. A rival that is hiring a China team, localizing influencer work and concentrating on marquee cities is also building the operating muscle that can shape how guests compare fabrics, fits, price points and brand identity on the sales floor. That pressure can show up in more frequent product comparisons, sharper questions about value and a tougher bar for localization, especially as lululemon keeps leaning on China for growth while North America remains more competitive and more sensitive to trend shifts.
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