Vuori Hires Its First Ever Chief Product Officer As It Pushes Toward 25 New Store Openings

Vuori has appointed Heather Archibald as its first ever Chief Product Officer, effective April 20, 2026, in a newly created role that reflects the California based activewear brand’s shift toward a more structured, product led growth strategy. The hire follows a series of executive moves at Vuori over the past year, including the appointment of a global president and a multi year partnership with actor Tom Holland, announced just one week prior. 

Joe Kudla, Founder and Chief Executive of Vuori, said, “This is an exciting moment for Vuori as we continue to build on our strong momentum and invest in the capabilities that will carry us forward.

“With Heather joining the brand, we’re reinforcing our commitment to a product-first approach, deepening innovation, sharpening storytelling and assortments, and bringing even greater rigour to how we scale while maintaining a deep connection with our consumers.”

Archibald’s Background

Archibald joins Vuori from footwear brand Rothy’s, where she served as Chief Product and Merchandising Officer. Before Rothy’s, she held the Chief Product Officer role at Title Nine and product and merchandising leadership positions at both Restoration Hardware and Gap Inc., a career that spans performance, lifestyle, and home retail across major consumer brands. The breadth of her background positions her to manage Vuori’s full product lifecycle across categories as the brand expands internationally.

Archibald said, “Vuori has built something truly distinctive at the intersection of covetable, high-quality product, its strong ‘Built to Move In. Styled for Life’ north star and a clear, sustainable mission, each setting the stage for an unbelievable future.

“I’m honoured to join the brand on this growth journey. It’s an exciting time for us to continue elevating the product experience through innovation and grounded in our deep understanding of the consumer.”

What The Role Covers

In the newly created position, Archibald will oversee the end to end product organization, from design and development through merchandising, raw material planning, production, and sourcing strategy. She will also shape Vuori’s global product innovation roadmap and assortment architecture, with a mandate to continuously elevate the brand and product experience. The role reports directly into Vuori’s broader leadership structure as the brand targets 25 new store openings and deeper international penetration.

Growth Context

Vuori, founded in Encinitas, California, in 2015, has grown into one of activewear’s most closely watched independent brands, valued at $5.5 billion following a 2021 investment round. CEO Joe Kudla has repeatedly described Vuori as “product led,” and the creation of a dedicated CPO role formalizes that positioning at the executive level. The brand competes directly with Lululemon and On in the premium performance apparel segment, where product differentiation and category expansion are central to defending margin.