Stio to Open Three New Storefronts

The Outerwear and lifestyle clothing company Stio continues to bring its direct-to-consumer model into the brick-and-mortar reality with the scheduled opening of three new stores in 2023.

The Jackson, Wyoming-based company announced it was launching three new storefronts in California, Montana, and Massachusetts, its first in those states. These new stores will bring Stio’s total retail locations to ten.

“We started in Jackson Hole with a goal to be an authentic mountain lifestyle brand,” founder and CEO Stephen Sullivan told Outside. “Our apparel has resonated so far beyond the Tetons, and now we’re excited to offer the brick-and-mortar experience to those across the U.S.that have shopped online with us for so many years.”

The Boston, Massachusetts, store is scheduled to open Jan. 6 in the Seaport neighborhood where it will join Helly Hansen, Everlane, Lululemon, Filson, and Outdoor Voices storefronts. The South Lake Tahoe, California store is expected to open in spring 2023 at Heavenly Mountain Resort.

“What attracted us to South Lake Tahoe is its location,” said Megan Odom, director of retail at Stio. “You can access the lake, incredible singletrack trails, resort and backcountry skiing just minutes from our storefront.”

The Bozeman, Montana, store is expected to open in late 2023, the company said.

Called Mountain Studios, these Stio stores are in addition to 58 Stio Outpost kiosks within other outdoor stores and ski shops across the country.Stio was founded in 2011 by Stephen Sullivan as an online direct-to-consumer brand. Sullivan previously founded the Cloudveil brand in 1997 with Brian Cousins, and sold to Sport Brands International in 2005. Cloudveil had more than 600 retail stores and $25 million in revenue when it was sold.

“My years with Cloudveil taught me a great deal in growth strategy, which I’ve translated into Stio’s expansion plans slowly and steadily over the years,” Sullivan said. “Stio is actually 4 times larger in annual sales than Cloudveil was at its height of sales.”

As for goals of seeing Stio’s pinecone logo as ubiquitous on slopes and trails as other brands such as Patagonia and The North Face, Sullivan said it’s more important to him to keep Stio’s brand “true to its mountain roots.”

“I’m extremely proud of how successful the brand has been and how much we continue to grow,” he said. “We have over 150 employees and are broadening our omni-channel approach by expanding our wholesale base, increasing our owned retail storefronts, and growing our corporate and group business.”