Yoga was the starting point for the Vuori brand.

Vuori has tapped former Lululemon executive Catherine Pike to serve in the newly created position of senior director of retail.

The Encinitas, Calif.-based activewear brand is planning to expand its retail presence beyond the five stores it operates in California in Encinitas, Manhattan Beach, San Francisco, Del Mar and Newport Beach. It is seeking to open a flagship in Orange County, Calif., in addition to another Los Angeles store and two additional units in the Bay area this year. It is also exploring locations in Scottsdale, Ariz., Denver and Boulder, Colo., Austin, Tex., Seattle, Portland, Ore., Chicago and New York City.

“Throughout my career, I have had the honor of working with brands that are not only major players, but that are completely changing the game in their respective markets,” Pike said. “This tradition continues as I join the Vuori team, where I am thrilled to be able to contribute to the continued success of this rapidly growing brand by launching and overseeing its retail network.”

Pike has more than a decade of experience in sales and marketing. She began her career at Lululemon Athletica team where she spent nine years in positions with rapidly increasing responsibilities. One of her final roles at the company was director of the Southwest territory, where she successfully managed more than 50 stores. Most recently, she was executive vice president of franchise operations for Fit4Mom, the world’s largest wellness company targeted to mothers. She is also a licensed lawyer in Colorado and California.

Joe Kudla created Vuori in 2015 as a men’s brand and expanded into women’s wear last year. In 2019, it also received a $45 million investment from Norwest Venture Partners, a growth equity firm, to support its expansion.

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