Vuori
Clothing · 141+ locations · US + international (China, South Korea, UK)
Vuori reads like a scrappy activewear upstart out of a California beach town. It's actually backed by Norwest, SoftBank, and General Atlantic, who valued it at $5.5 billion in a 2024 share sale that paid out early investors instead of the company. Founder Joe Kudla still runs it as CEO.
The Big Picture
Vuori's activewear reads like an indie California brand, but Norwest, SoftBank, General Atlantic, and Stripes have all bought in, most recently at a $5.5 billion valuation in a 2024 share sale that paid out early holders rather than the company. Founder Joe Kudla still runs it day to day, and pay and enforcement records are clean apart from a still-pending overtime lawsuit echoing one already settled individually. Its supply chain has no published factories, audits, or safety commitments. The company ultimately answers to its institutional shareholders and to whichever overseas factories it declines to name.
The Dirty Details
Ownership
StripesGrowth Equity
Stripes is a New York growth-equity firm founded in 2008 by Ken Fox, investing in consumer brands and software companies: its portfolio spans OpenAI, A24, Monday.com, and Vuori alongside the food brands Ferret tracks. The firm typically takes minority growth stakes, though it has taken majority control in some cases.
Assets under management: $7B (2025)
See all Stripes companies on FerretGeneral AtlanticGrowth Equity
General Atlantic is a New York growth-equity firm established in 1980 as the vehicle for Chuck Feeney's fortune, and now one of the largest growth investors in the world: roughly $126 billion under management across growth equity, credit, energy transition and infrastructure, and more than 885 companies backed over its history. It takes minority growth stakes rather than control, which is why the founders of its Ferret companies are all still in place. Its four Ferret companies sit at very different points: it holds about 35% of Sézane, led the August 2026 round that priced Blank Street at roughly $650 million and took a board seat with it, and bought into Vuori through a 2024 secondary that paid out earlier investors rather than funding the company. It is also named as a backer of %Arabica, which Ferret tracks, but that one is deliberately not counted among its Ferret companies: the only reporting behind it concerns the separately-valued Greater China franchisee entity, so whether the stake sits at the global parent, that entity, or both is not established from public sources. Counting a company as General Atlantic's tells readers it shares an owner with the rest, which is too flat a claim for a relationship nobody has pinned to an entity.
Assets under management: ~$126B (December 2025)
See all General Atlantic companies on FerretWhat do these scores mean? Learn more.
Make a New Choice
Company data last updated July 2026
How does one person build and research all this? They don't: here's how it actually works. Verdicts are our opinions, based on the public sources cited above as of July 2026. Spotted something off? or learn more.