Performance lifestyle brand Vuori is the latest label to open a London store on Regent Street, which is its first flagship in Britain and its second London opening.

The Southern Californian brand (which takes in “fitness, yoga, surf, and life”) previously opened a Covent Garden store in 2022.

The new store is at 83-85 Regent Street, and is said to “showcase a perfect synergy between luxury and performance. Presenting a bold new approach to conceptualise the consumer experience, led by a design that bucks the trend of traditional sports and leisure stores”.

We’re told it has a “classic, clean and contemporary aesthetic [that] complements Vuori’s approach to material and product innovation. Thoughtfully curated to reawaken the connection to nature, the interior design encourages a feeling of tranquillity and calm to enhance the consumer journey. Where custom displays and innovative installs embody the brand’s Californian coastal heritage to create a retail environment that allows consumers to disconnect from the busy-ness of Regent Street outside, provoking an emotional connection to the store and brand”.

Materials used include rock, soft quartz, concrete, washed oak and natural marble in earthy, neutral tones (“to take hold of the senses”). There’s also “specialised lighting to accentuate the retail experience and a custom skylight above a live plant glass atrium that transports you to a natural environment and promotes a connection to the outdoors”.

The store is on two levels and covers almost 4,000 square feet, with interior brand elements and design details unique to the new flagship. There’s “subtle product zoning to accentuate categories across leisure, active and lifestyle” and the ground floor is dedicated to its men’s collections and the first floor to its women’s.

“Vuori is all about connection and community, and our approach to retail locations is intrinsic to its success,” said founder and CEO Joe Kudla. “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 company said the store will provide regular community gatherings from run clubs, fitness events, and ‘investment in happiness’ days, “fostering a sense of community and wellbeing in the heart of London”.

The almost-10-year-old label is planning major expansion in Europe. “We’re only scratching the surface of Vuori’s potential in Europe,” Andy Lawrence, VP of International at the company said. “By strategically planting seeds in key markets, we’re creating deep, meaningful connections with our customers through a seamless omnichannel experience. This approach is laying the groundwork for sustained growth and long-term success.”

Vuori has also opened two stores in China this year.