Vuori continues its UK expansion with new King’s Road store opening

Today, Southern California performance lifestyle brand, Vuori announces the opening of its newest location on London’s King’s Road. Acclaimed for its blend of high-quality performance wear, the King’s Road is a natural fit for the brand’s continued UK expansion. Bringing its premium performance apparel to this historic shopping destination, where timeless charm meets contemporary retail offerings.

The new store marks Vuori’s third London opening, following the successful launches of Covent Garden and its more recent London Flagship on Regent Street last year. Located at 18-21 Duke of York Square, the newest addition to the brand’s portfolio unites performance with luxury in a space that reflects the vibrant, stylish spirit of Chelsea.

The two-level store on King’s Road spans over 3,412 square feet, featuring unique interior design elements and brand details, creating a distinctive and immersive shopping environment. Designed to encourage customers to explore Vuori’s men’s and women’s collections, the layout thoughtfully organises products into key categories across leisure, active, and lifestyle. Fostering a sense of community, the lower level is a dedicated studio and events space, an inviting environment to host wellness classes, events, and gatherings that embody the Vuori lifestyle and enhance the overall shopping experience.

Every detail in the store reflects Vuori’s commitment to quality, craftsmanship, and nature. A striking art installation has been commissioned featuring thousands of individual hand-cut bronze chain links that form a mountain silhouette, paying tribute to the brand’s name meaning “mountain” in Finnish. Intricate touches, from hand-carved oak panels and decorative shelving to softly rounded plaster walls, create a warm, inviting atmosphere. A central oak tunnel guides visitors through the collections, with a glowing circular fixture overhead mimicking the sun.

Custom oversized light fixtures and hand-crafted oak arches define each alcoved section, enhancing the store’s intimate feel. At one of the double-ended entrances, a hand-formed plaster message wall curves seamlessly around the fitting rooms, reinforcing Vuori’s signature aesthetic.

The result is a space that seamlessly blends Vuori’s brand ethos and values with the refined character of King’s Road, thoughtfully designed to reflect the evolving needs of the modern wellness and activewear consumer.

"We've been targeting a store on King's Road since we entered the UK market, and are thrilled we're finally here. We've worked with our partners at Cadogan to find a great location where we could connect with the Chelsea consumer and be a part of this iconic street. Opening this store represents a key milestone in Vuori’s expansion in the UK and across Europe, allowing us to deepen our connection with customers and the market. With each new store, we’re focused on building lasting relationships with customers and laying the foundation for long-term success.” Andy Lawrence, SVP of International at Vuori.

The Vuori London King’s Road store will open on 25th April, with hours Monday to Saturday from 10 am to 8 pm, and Sunday from 12 pm to 6 pm.