Today, this trend is gradually spreading to the male group. In first-tier cities such as Beijing, Shanghai and Guangzhou, some male consumers are no longer limited to traditional dressing patterns and list of luxembourg whatsapp phone numbers to incorporate yoga pants into their daily wear. In outdoor sports and gym scenes, yoga pants are replacing the original stereotyped gray and black sports pants and becoming one of the new choices for men's sports equipment.
The trend of men wearing yoga pants has made the brand Vuori (Chinese name "Fei Aoli") popular. Recently, Vuori announced that it has obtained new financing of US$825 million (nearly RMB 6 billion) from General Atlantic and Stripes. After the completion of this round of financing, Vuori's valuation has increased to US$5.5 billion (nearly RMB 40 billion).
Image from Vuori official WeChat public account
This is the second time that Vuori has set a record for the largest single financing in the sports brand field. As early as 2021, Vuori received a US$400 million investment from SoftBank with a valuation of US$4 billion, and has since begun to advance by leaps and bounds.
Many Chinese consumers may not be familiar with this brand that is favored by investors. In 2015, Vuori was born in California, USA, targeting the needs of middle-class elite men for sports functional clothing and quickly opened up the market with men's yoga pants. Its product design is mainly black, blue, green and other colors, integrating California's unrestrained and free design elements, and the price is mostly over 1,000 yuan.
This brand positioning once made Vuori the "male version of lululemon" in the market. However, compared with lululemon, Vuori's global popularity is still slightly inferior. It was not until 2022 that Vuori gradually entered the Chinese market, opened a brand-owned store on Tmall, and opened its first store in China in Shanghai Jing'an Kerry Center the following year. Currently, Vuori has more than 40 stores worldwide, including two in Shanghai.
