California performance apparel brand Vuori has opened a store at Bicester Village, introducing its first discount boutique format in the UK.
The opening brings a curated selection of the retailer’s established products to the Oxfordshire designer outlet destination, alongside items offered at prices exclusive to Bicester Village.
The boutique creates a new channel for Vuori in the UK, complementing its existing full-price stores and wider online and wholesale presence. It also adds another performance and lifestyle brand to Bicester Village’s fashion and sportswear offer.
Curated Performance And Lifestyle Offer
The Bicester Village boutique carries products across Vuori’s men’s and women’s collections, with the assortment focused on established styles and selected seasonal items.
Vuori’s wider range spans clothing designed for activities including training, running, yoga and outdoor use, together with casualwear, swimwear, bags and other accessories. The brand positions its products between technical performance clothing and everyday apparel, allowing individual pieces to be worn beyond exercise.
The boutique’s edited assortment reflects the different role of the store within Vuori’s UK portfolio. Rather than presenting every current collection, the location is intended to offer a narrower selection of established products and pieces available at destination-specific prices.
New Format For Vuori’s UK Estate
The Bicester Village opening follows Vuori’s establishment of a physical retail presence in London.
Its existing capital locations include stores in Covent Garden, Regent Street and Duke of York Square on the King’s Road. The Regent Street location operates as a prominent central London store, while Covent Garden and the King’s Road give the brand a presence in established fashion and lifestyle districts.
Bicester Village introduces a different proposition. As the brand’s first UK discount boutique, it gives Vuori a permanent presence within a value-led designer shopping environment rather than another conventional full-price location.
The move also gives the retailer access to shoppers visiting from beyond London, including domestic and international customers travelling to the destination for its concentration of designer and lifestyle brands.
The post Vuori Opens First UK Discount Boutique At Bicester Village appeared first on 365 Retail – Retail News and Events.
