Performance Apparel Brand Vuori to Replace Eddie Bauer in Downtown Naperville
The retail composition of downtown Naperville is set to undergo a significant transition with the confirmation that California-based activewear brand Vuori will occupy the storefront recently vacated by Eddie Bauer. Katie Wood, Executive Director of the Downtown Naperville Alliance, confirmed the leasing change, signaling a shift from heritage outdoor retail to modern performance apparel in the city’s central business district.
Vuori, established in 2015, has rapidly expanded its physical footprint across the United States, aiming to capture market share from competitors like Lululemon and Athleta. Known for its distinct “California coastal” aesthetic and premium price points, the brand’s entry into Naperville aligns with a national strategy of targeting affluent suburban lifestyle centers. This move follows a broader trend in the retail industry where direct-to-consumer digital brands are increasingly seeking brick-and-mortar spaces in high-traffic areas to build brand loyalty and facilitate omnichannel shopping.
While the arrival of a high-growth brand suggests continued economic demand for downtown Naperville real estate, the departure of Eddie Bauer marks the loss of a long-standing traditional retailer that offered a different range of goods and price points. Market observers have noted that the increasing concentration of luxury athleisure and boutique stores may lead to retail homogenization, potentially limiting options for shoppers seeking mid-range casual wear or technical outdoor gear.
Furthermore, the transition period raises logistical considerations for the downtown area. Extensive renovations typically required to bring a space up to Vuori’s specific minimalist aesthetic could result in a prolonged vacancy appearance, momentarily disrupting the visual continuity of the street. Local residents have also debated whether the introduction of another high-traffic trendy retailer will exacerbate existing parking constraints during peak shopping hours, a frequent point of contention in the dense downtown corridor.
No official opening date for the new Vuori location has been announced. The Downtown Naperville Alliance maintains that the turnover reflects the district’s ability to attract coveted national brands, keeping the local shopping environment competitive with major regional malls.
