Vuori Review: The Everyday Comfort Activewear Brand That Built a $5.5 Billion Business on Softness

Vuori's most specific documented strength: a WeTried.it editor who conducted a 2-year head-to-head comparison with Lululemon writes "Vuori wins on everyday comfort, softness, and value — the Performance Joggers are among the softest we've tested and start at $84. We own both brands and reach for different ones depending on the day." A Reader's Digest reviewer who "treated herself to joggers and leggings a few years ago" and has been "wearing them for a couple of years" writes "I was thrilled by the softness and fit — I will never spend money on another activewear brand ever again." A male partner reviewer confirms "it's definitely high quality — it fits well and doesn't fall apart in the wash. I also like how breathable it is. Unlike my other sweaters and joggers, the collars and cuffs on my Vuori products don't stretch or fray." Founded in 2015 in Carlsbad, California, Vuori completed investment rounds valuing the brand at $5.5 billion by 2024. The brand now operates with 100 stores by 2026 target and has expanded into Europe and Asia. The documented honest caveat: the pants "ran much smaller" than the shorts in the same stated size per the Reader's Digest reviewer — a sizing inconsistency between product categories. And the WeTried.it 2-year verdict confirms Vuori "loses when you need athleisure that can pass as business casual or when doing intense workouts — Lululemon edges ahead for those use cases."

The Vuori vs Lululemon Decision — The 2-Year Verdict

WeTried.it's 2-year comparative test is the most authoritative Vuori vs Lululemon comparison available. The finding: use case determines the winner. Vuori wins for everyday comfort, softness, and relaxed fit for working from home, running errands, and casual daily wear. Lululemon wins for high-compression gym workouts, business-casual crossover (ABC Pants, Commission Shorts), and when structured performance is needed. The practical guidance: both brands serve different moments. For a buyer who only has budget for one brand — Vuori for lifestyle, Lululemon for athletic performance.

The Dreamknit Fabric — The Specific Softness Differentiator

Vuori's most consistently praised attribute is specifically the Dreamknit fabric used in the Performance Jogger and other core pieces. Multiple independent testers describe it as "buttery soft" and "softer than anything I've felt." This isn't just superlative language — the Reader's Digest reviewer who tried "every high-end activewear brand" specifically attributes the fabric to why Vuori is the last activewear brand they'll buy. For buyers who prioritise how clothing feels against skin over how many metrics the fabric tracks, Dreamknit is the documented answer.

The $5.5 Billion Brand — The Scale Context

Vuori's valuation reflects a specific market position: a DTC activewear brand that captured lifestyle customers who found Lululemon too gym-specific and fashion activewear brands too trend-focused. The 100-store 2026 expansion target and the investment from General Atlantic and Stripes confirm institutional confidence in the brand trajectory. For buyers who want a brand with financial stability and continued product investment, the valuation provides that assurance.