Stio Celebrates 10 Years Defining the Mountain Lifestyle

PARK CITY, Utah — Stio, the mountain lifestyle brand, is proud to celebrate its 10th anniversary as it enters into the fall and winter 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.

At mid-mountain, a biker (in Stio gear) takes a much needed water break before the last 20 miles of the Peak 2 Peak race.
At mid-mountain, a biker (in Stio gear) takes a much needed water break before the last 20 miles of the Peak 2 Peak race. Photo: Peak 2 Peak

Built upon a direct-to-consumer business model (DTC), Stio launched its e-commerce site 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. — 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,” he added.

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.

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