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12/13/2022
RL Pro Exclusive

Vuori’s East Coast Flagship Serves as Gateway to Expansion

Elizabeth Christenson
Editor, Retail Leader Pro
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Pro Tip:  Create in-store experiences that drive connection with consumers, in both tactile and community form. The use of physical stores as centers for community building and consumer engagement (like Vuori has done) is just another example of how retailers are tapping into the power of human connection to bring consumers together via meaningful and impactful brand experiences across sectors:

  • Cooking classes and wine pairings in the grocery channel;
  • Book signings and author chats in book and lifestyle-based retailers; and
  • Volunteer and community service events in-store.

Community engagement is increasingly important to build connection points with consumers and bring together a like-minded community that aligns with the brand values, deepening loyalty and building long-term bonds with shoppers.

Just like fitness, surf and sport are part of Vuori’s DNA, art is also at the forefront of what motivates and inspires the active coastal California lifestyle brand. The retailer poured this creativity into its newest (and first) East Coast flagship — a 5,000-square-foot store located at 106 Spring St. in the SoHo neighborhood of New York City, which opened in October.

The SoHo store is Vuori’s largest store on the East Coast, but its Chicago flagship is the largest overall store the brand manages. The retailer operates nearly 30 stores across the U.S. — predominantly on the West Coast — as well as an international store in London. 

“SoHo is the ideal location for Vuori’s new store, as it has long been one of New York's most desirable shopping hubs –– the perfect intersection of locals and visitors alike,” Catherine Pike, Vuori’s vice president of retail told Retail Leader Pro.

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