"Exploring the future endeavors beyond beverage containers: The evolving journey of Stanley"
In a dynamic shift, Stanley 1913, the century-old brand known for its iconic Quencher water bottles, is breathing new life into its legacy. Matt Navarro, global president of PMI WW Brands, which owns Stanley 1913, believes the brand has moved beyond a flash-in-the-pan energy and is setting itself up for the next 100 years.
Piper Sandler's most recent survey of teen shoppers reveals an interesting trend – Stanley cups and tumblers are ranked as a top 5 fashion trend by female teens, but also as a trend on its way out. This dichotomy, however, does not seem to faze Navarro, who identified the white space in the hydration category that was being untapped around Gen Z and a more female consumer.
Navarro joined Stanley 1913 with a mission to revitalise the brand. He is focusing on developing hydration options for athletes, parents, and others, in addition to its IceFlow bottle franchise and storage solutions. The brand is also exploring new categories such as coolers and "wearable water."
The brand's newest era also introduced its crown-wearing, wing-toting mythical bear logo, symbolising its transformation. Stanley's commitment to sustainability is evident in its use of 90% or more recycled stainless steel and a concerted effort to eliminate single-use plastic.
The retailer aims to be at the heart of culture, particularly youth culture, and expand its presence in various aspects of consumers' lives beyond the Quencher and accessories. The Quencher tumblers from Stanley are popular among a dedicated fan base, and the brand leverages this by releasing limited-edition colours and holiday-themed launches.
Sporting goods companies saw sales of water bottles and other insulated containers grow 14% in 2022, on top of 38% growth the year prior. Portable beveragewear as a category is on the rise, with a 15% growth last year, reaching $3.1 billion, and also generating sales at sporting goods retailers.
However, the brand faces challenges. Chatter about the inevitable demise of Stanley has begun across various social platforms. Counterfeit versions of Stanley products are prevalent, but the brand's popularity and strong brand identity help it maintain its leading position.
Despite these challenges, Stanley is growing rapidly in Europe, Asia, and Australia, and is tailoring its product offerings and partnerships to suit local markets. The company has partnerships with celebrities like Olivia Rodrigo and Lionel Messi, but emphasises on authentic fans for collaborations.
Stanley's cross bottle, considered innovative in the category, being the first nonround vacuum, is a testament to the brand's continuous pursuit of innovation. The brand's newest era is focused on hydration and leans hard into it, promising an exciting future for this century-old brand.
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