Vuori doubling down on "product-first" philosophy with appointment of Heather Archibald as company’s first Chief Product Officer

Vuori is doubling down on its "product-first" philosophy with the appointment of Heather Archibald as the company’s first Chief Product Officer (CPO). The move comes as the Southern California-based activewear brand enters a significant new chapter of global growth and retail expansion.

Archibald, a seasoned retail executive who most recently served as the Chief Product and Merchandising Officer at Rothy’s, will officially join the Vuori team on April 20, 2026.

In this newly created role, Archibald will lead the end-to-end product organization. Her remit is extensive, overseeing the entire lifecycle of the Vuori portfolio—from initial design and development to merchandising, raw material planning, production, and sourcing strategy.

The appointment is intended to sharpen Vuori’s global innovation roadmap and investment strategy. "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 rigor to how we scale," said Joe Kudla, Vuori’s founder and CEO.

An Industry Veteran Returns to Performance Wear

Archibald brings a deep well of experience to the role, having navigated both the technical performance and lifestyle sectors of the apparel industry.

• Rothy’s: Spent over three years driving revenue growth and product architecture for the sustainable footwear leader.

• Title Nine: Served as CPO for the women’s performance wear specialist.

• Gap Inc. & Restoration Hardware: Held high-level merchandising and product roles at legacy retailers, including Gap's former Piperlime division and Old Navy.

"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," Archibald said in a statement. "I’m honored to join the brand on this growth journey."

Scaling the "Coastal California" Lifestyle

The timing of Archibald’s arrival coincides with a period of aggressive scaling for the brand. Founded in 2015 in a humble garage office near the ocean, Vuori hit a major 100-store milestone in late 2025.

The brand currently serves nearly 30 countries and shows no signs of slowing down. By the end of 2026, Vuori anticipates opening 25 additional retail locations, including 15 international stores across key markets in Europe and Asia.

Archibald will be tasked with managing an increasingly diverse product lineup. Beyond its signature "Performance Jogger," Vuori has recently expanded into more technical categories, including the HardKore performance short, Vuori Snow alpine gear, and an extensive denim and outerwear collection.