The Interview: Vuori VP of International, Andy Lawrence

14 Jul

14 July 2023
The Interview
36 MINS LISTEN

In this episode of The Interview Series, host Karl McKeever is joined by Andy Lawrence, VP of International of US-based athletic clothing brand, Vuori.

Inspired by California’s active, coastal lifestyle, Vuori was founded in 2015 by collegiate athlete Joe Kudla. Today the brand has stores in cities across the US. But its plans for growth do not end there.

In September last year it launched into China, Hong Kong, Singapore, the Middle East, and Mexico, and opened its first UK store in London's Covent Garden.

It’s fair to say Andy has a well-travelled career in international retail. Something that is standing him in good stead in his latest role with Vuori, where he has responsibility for overseeing the brand’s international expansion.

Andy’s career in retail started out with Dean & Deluca in New York, before a move to Ralph Lauren saw him spend time in Hong Kong, Taiwan and finally Korea as the brand’s country VP head of Retail. From there, it was onto fashion brand Reiss as its Head of International, responsible for North America, Australia, and Asia.

In this episode, we explore the story behind the SoCal brand, the key challenges that the athleisure sector (and many other DTC brands) face to ‘win’ with consumers, and the company’s secrets to serving up a successful international growth strategy.

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