Vuori has named Karen Riley-Grant chief marketing officer.

The former Levi Strauss executive will start Jan. 22 and report to Vuori founder and chief executive officer Joe Kudla.

In this new role, Riley-Grant will set the vision and strategy for the company and oversee the creative development and execution of its marketing efforts across retail, e-commerce, wholesale and digital.

“In addition to a 25-year-plus track record of proven experience in the retail industry, Karen brings to Vuori an incredible understanding and passion for developing iconic brands,” said Kudla. “As we continue to rise to meet the exciting opportunities that exist for Vuori, it’s equally important we continue to nurture our vision to connect with our community in authentic and unique ways with a message of positivity and possibility. Karen will play a critical role in our continued evolution, and we couldn’t be more thrilled to welcome her to our incredible, growing team.” 

“Having loved the brand from afar for some time, I feel honored to join the Vuori team,” said Riley-Grant. “I am inspired by the values of the brand that have helped build an extraordinary business foundation. As I look across the horizon, I see nothing but a clear runway to be the performance apparel brand of choice for fans all around the world. I am excited to build on what the team has created, to amplify the vibrance of the brand and to be part of Vuori’s future success.” 

Riley-Grant served most recently as chief marketing officer for Levi’s and had worked as vice president of marketing for Levi’s Asia-Pacific, Middle East and Africa regions as well as vice president of global marketing for the Dockers, Denizen and Levi Strauss Signature brands. She also held marketing leadership positions at Gap Inc. and Converse, where she oversaw marketing for the Chuck Taylor category. 

Encinitas-based Vuori was founded in 2015 as an active California lifestyle brand. In 2019, Norwest Venture Partners wrote a check for $45 million to the company for a minority stake and former Neiman Marcus executive Jim Gold also became an investor. Two years later, SoftBank Vision invested $400 million into the company, bringing its valuation to $4 billion and the brand is said to be considering an initial public offering.

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