San Diego-Born Athletic Clothing & Activewear Brand Vuori To Launch North County Cafe

June 29, 2024

San Diego-born athletic clothing and activewear brand Vuori is opening a store-adjacent cafe in North County.

Vuori is an American clothing brand that was founded in San Diego's North County city of Encinitas in 2015 by Joe Kudla. Kudla's vision for Vuori was to create high-end, versatile men's clothing that could transition seamlessly from exercise to less casual daily activities. The brand started with its first product being a pair of men's shorts designed for both exercise and casual wear. The company expanded its offerings to include women's clothing in 2018.

Vuori initially faced challenges in securing venture capital and relied on $700,000 from friends and family to launch. Vuori achieved profitability by its second year and has continued to expand, now operating around 40 stores and planning to reach 100 stores by 2026. In recent years, the brand has gained significant investor interest, including a $400 million investment from SoftBank in 2021.
Vuori has taken over the former Mr. Moto Pizza space next door to its flagship Encinitas store for the opening of a new healthy cafe concept. Expect the business to offer a health-focused menu of soft beverages and dishes. Based on the success of the the first location, Vuori may launch additional cafe branches in the future as part of new stores.

Vuori Cafe is expected to open in early 2025 at 615 South Coast Highway 101 in San Diego's North County city of Encinitas. For more information, visit