Most DTC brands struggle to make the leap from online-only to physical retail. Vuori didn't just make the transition - they're now scaling stores across 30 global markets.
Recorded live at Shoptalk Europe, Global President Ashley Kechter shares the playbook behind the California athleisure brand's retail expansion, international growth, and what's required to scale a modern consumer brand.
Ashley explains why Vuori's stores function as community hubs and customer acquisition engines — not just sales floors — and how international markets act as early-warning systems for product trends before they hit the US.
Key topics covered:
- Vuori's brand DNA: how does it stand out in a crowded market?
- The "density within markets" approach: clustering stores before diversifying geographically
- How e-commerce data in 30 countries pinpoints the next store location
- Why international markets are Vuori's trend-forecasting advantage
- Balancing global brand consistency with hyper-local community activations
- The role of stores in acquiring omnichannel customers who still value the opportunity to "touch and feel" the product
🤝 This episode is sponsored by Manhattan Associates - the unified foundation for global supply chains and commerce.
ABOUT OUR GUEST As Vuori's Global President, Ashley Kechter is responsible for overseeing the brand's global business strategy, driving the financial process, and overseeing retail, eCommerce, planning and wholesale internationally and domestically. Prior to joining Vuori, Kechter served as global president of eComm, retail, wholesale and International for Fabletics, and previous roles include Chief Business Officer and GM for Banana Republic, and Chief Merchandising Officer and GM of Merch, Planning, eCommerce, Sourcing, Inventory Management, and Product Development at Restoration Hardware.
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