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Southern California athletic brand, Vuori, raises $45 million from Norwest Venture Partners

The four-year-old, Southern California athletic brand Vuori has picked up a $45 million growth equity investment from the investment firm Norwest Venture Partners.

The company, which says it’s profitable, will now join a stable of shopper startup brands that includes Birdies, Casper Sleep, Grove Collaborative, Jolyn, Kendra Scott, Madison Reed and Topo Athletic.

Founded by Joe Kudla, Vuori began as an athletic wear company focused on selling shorts, sweatshirts, hoodies and t-shirts to men in a more muted palette than other options.

Focused on retailers like REI, Nordstrom, Equinox and Core Power Yoga, the company’s drapes retail from anywhere between $32 for shirts and hats to $188 for its most expensive jacket.

“As focussed patrons, it was apparent to us that Vuori had built versatile commodities with tremendous vitality and soul, ” said Jon Kossow, succeeding partner at Norwest. “This is exactly the type of positive firebrand experience we are looking for in our purchaser investments, and we look forward to supporting Joe and the team as they continue to bring new commodities to market and delight their customers.”

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About the author, Gregg Kell

Entrepreneur, Business Success Partner and Shaping The Future Podcast Host.

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