Ashley Kechter is the Global President at Vuori, a California-born performance apparel (commonly referred to as Athleisure) brand. She joins Daniel in partnership with Shoptalk Europe, where she was one of the star speakers, to discuss the rapid rise of the company. She explains how Vuori combines product quality, community and a distinctive brand identity with an ambitious international expansion strategy—while ensuring that the brand remains locally relevant in every new market.
In this episode, we discuss:
- How Vuori grew from a California garage into a global premium apparel brand
- Why product quality and a “fabric-first” approach remain central to its success
- The challenge of protecting brand DNA while adapting to local markets
- How stores help Vuori build community and strengthen customer relationships
- The changing role of search, AI and conversational commerce in product discovery
- Ashley’s leadership philosophy and why senior leaders must stay close to younger teams and new ideas
