California brand Vuori makes South China debut with back-to-back Shenzhen openings

California-based premium athletic-leisure brand Vuori has officially entered the South China market with the opening of its first flagship store in the MixC in Luohu District on Thursday, marking a significant milestone in the brand's China expansion strategy.

California-based premium athletic-leisure brand Vuori opens its first South China flagship at the MixC in Luohu District, Shenzhen, on Thursday. Photos courtesy of the brand

The Luohu location, designed with a coastal-meets-urban aesthetic, features custom wooden alcoves, sculptural shelving, and natural elements that evoke the brand's California heritage. The retail space aims to offer Shenzhen's fitness-conscious consumers an immersive shopping experience that blends high-end design with outdoor-inspired functionality.

Vuori opens its first South China flagship at the MixC in Luohu District yesterday. 

The brand has also confirmed a second store will open on Aug. 21 at MixC World in Nanshan District, bringing Vuori's presence in Shenzhen to two locations within just eight days. The dual-store layout — spanning the established Luohu commercial hub and the tech-driven Nanshan innovation corridor — underscores the company's confidence in the Guangdong-Hong Kong-Macao Greater Bay Area's consumption power.

Vuori, founded in 2015 in Encinitas, California, has gained a cult following for its buttery-soft fabrics and versatile designs that transition seamlessly from gym to street. The brand currently operates stores in Shanghai and Beijing, with Shenzhen now serving as its strategic hub for the southern region.

The Shenzhen expansion comes as part of Vuori's broader Asia-Pacific growth plan, which includes pop-up events, community fitness classes, and collaborations with local wellness influencers.