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Apparel

Stio Celebrates 10 Years Defining the Mountain Lifestyle


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JACKSON, Wyo. (September 29, 2021) – Stio, the mountain lifestyle brand headquartered in Jackson Hole, Wyoming, is proud to celebrate its 10th anniversary as it enters into the fall/winter 2021-22 season. The anniversary serves as a significant milestone for the brand as it continues along an impressive growth trajectory and emerges as one of the top outdoor brands in the industry.

Stephen Sullivan founded Stio in 2011 with a vision to create apparel authentic to the totality of the mountain life experience and importantly created by those living it. Debuting its first product range of 16 styles in 2012 with a staff of ten, Stio now has over 200 styles and employs over 100 team members, with many of the original employees continuing to be key driving forces behind the brand today. Stio is proud to be one of the largest employers in its hometown of Jackson, Wyoming.

Built upon a direct-to-consumer business model, Stio launched its ecommerce site, Stio.com, and opened the doors to its first Mountain Studio® store on the same day in 2012. With over 90% of its business revenue attained through Stio.com and its growing brick-and-mortar channel, Stio’s direct-to-consumer strategy has led the brand to a 50% compounded annual growth rate since its inception. Stio attributes much of its success to the DTC approach, believing it enables the brand to better connect with its consumer and allows for more creative freedom surrounding its design/development process, resulting in a superior customer experience and premium products. 

“Ten years is an impressive business milestone for our team and we are all stoked to continue our growth charge. Our direct-to-consumer approach has played a large part in our success and has allowed us to connect with our consumer on a whole new level. People don’t just fall in love with our product, they fall in love with our brand and what we stand for,” said Stephen Sullivan, Founder and CEO of Stio. “I’m excited to see us build upon that community as we continue to expand our national presence in 2022.”

Beyond e-commerce, Stio currently has four Mountain Studio® retail locations, in Jackson and Teton Village, Wyoming, Park City, Utah, and Boulder, Colorado with a fifth store planned to open early spring 2022 in Bend, Oregon. Several other retail locations, planned for 2022 openings, are currently being finalized. With the recent expansion of Stio’s Outpost program, consumers can also find the brand in over 50 specialty retailers across the US. 

For more information on Stio, please visit www.stio.com.

About Stio

Headquartered in the heart of the Tetons in Jackson Hole, Wyoming, Stio® was founded to inspire balanced living in connection with nature. Time spent on trails, in rivers and on summits inspires their beautiful, functional outdoor apparel. Their progressive, premium products are designed to meet the demands of the epic and everyday moments of outdoor life and can be found at stio.com, in their catalogs and at the Stio Mountain Studio® retail stores in Jackson and Teton Village, Wyoming, Park City, Utah and Boulder, Colorado.