09-07-2025
Vuori Names Former Fabletics Executive as Global President
Vuori is adding to its C-suite.
The Encinitas, Calif.-based brand has named Ashley Kechter global president and Ed Lee chief legal officer and corporate secretary as it continues to expand its global footprint.
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Kechter served most recently as global brand president of Fabletics and has more than two decades of experience in marketing, product creation, merchandising, planning, sourcing and strategic operations for a number of brands including Gap Inc., Banana Republic and Restoration Hardware.
In her newly created role at Vuori, Kechter will oversee the company's global business strategy across retail, e-commerce, supply chain operations, planning, operations excellence, international and wholesale.
Lee, who spent the last 13 years at Restoration Hardware, most recently as chief legal and compliance officer, will lead Vuori's legal department and support the brand as it continues to grow its footprint in the U.S. and overseas. He had also served as deputy general counsel at MGM Resorts International.
'As we reach a critical 10-year milestone this year and look to the future, I'm confident in our ability to drive continued business growth as we thoughtfully expand Vuori's footprint and establish deeper connectivity with consumers everywhere,' said Joe Kudla, Vuori's chief executive officer and founder. 'Ashley and Ed are perfectly positioned to help Vuori do just that, and I'm excited to see our brand's evolution and growth under the incredible knowledge and expertise they bring to their respective roles.'
Kudla founded Vuori in 2015 as a men's activewear brand and has expanded into a full lifestyle collection for men and women. It now operates in more than 18 countries and expects to have more than 100 of its own stores by 2026 with expansion centered around key markets in Europe and Asia. In April, it signed American football quarterback Arch Manning as an ambassador, joining Instagram gymastics darling Livvy Dunne and others, and last fall, it received a $825 million investment led by General Atlantic and Stripes, bringing its value to $5.5 billion.
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