探店｜“男版lululemon”长啥样？Vuori北京首店落地，中国的中产不够用了

Core Insights - Vuori, known as the "male version of Lululemon," has opened its first store in Beijing's Sanlitun, attracting a large number of fitness enthusiasts [1] - The brand aims to expand its presence in China, which is expected to become its largest market outside of its home country [1] - Vuori's valuation reached 40 billion RMB after securing $825 million in funding, with one of the investors being the Atlantic Pacific Group [1] Company Overview - Vuori was founded in 2015 after its creator Joe identified a gap in the market for men's yoga apparel [1] - The brand launched women's clothing in 2018 and aims to reduce the "male-exclusive" label in China, with sales of men's and women's apparel now approximately equal at 50% each [1] - Vuori currently does not have its own factories in China and relies on partnerships with OEMs for production [1] Market Context - The rise of the new middle class in China has led to increased demand for high-priced functional items like yoga pants, which have become staples among this demographic [2] - Competitors such as Lululemon and Alo are already established in the Chinese market, with Alo planning to formally enter this year [2] - Vuori's entry into the Chinese market is motivated by the potential of the middle-class consumer segment, but it faces challenges in brand differentiation, local supply chain integration, and consumer education [2]