Stanley 1913

What Stanley 1913 does

Stanley 1913 is a privately-held American drinkware and lifestyle brand founded in 1913 and currently operating as a brand of PMI WW Brands, LLC. The company manufactures and sells insulated stainless steel drinkware — including the flagship Quencher tumbler line (H2.0 FlowState and ProTour Flip Straw variants), IceFlow bottles, mugs, water bottles, food containers, and coolers — built on double-wall vacuum insulation technology with proprietary FlowState and ProTour lid systems and, increasingly, 90% recycled stainless steel construction. Products range in price from roughly $10 accessories to $75+ premium and limited-edition tumblers, with mid-range lifestyle accessories (Vitalize Collection bags, backpacks, shaker bottles) priced $35-$110. Revenue is generated primarily through one-time hardware sales across three channels: direct-to-consumer e-commerce on stanley1913.com with localized storefronts in 16 global regions (Americas, APAC, Europe), Amazon marketplace (including Buy with Prime integration), and physical retail through Dick's Sporting Goods and Academy Sports + Outdoors, supplemented by corporate custom-engraving services and a Stanley Club loyalty program.

The brand's commercial trajectory was reshaped under CEO Terence Reilly (ex-Crocs), who repositioned it from heritage outdoor gear into a viral lifestyle icon among millennial and Gen Z women, leveraging TikTok-led product-led growth and a creator ecosystem of nearly 600,000 affiliates. Customer segments now span the original core (millennial/Gen Z women and teens), athletes and sports fans (Lionel Messi, Caitlin Clark, PSG, Arsenal, Togethxr), outdoor enthusiasts, and emerging wellness consumers targeted through the February 2025 Vitalize Collection launch. The company is pursuing category extension (Vitalize accessories, Clutch Bottle), sports-fandom integration (Country Collection ahead of the 2026 FIFA World Cup), and circular-economy positioning through a take-back program with Ocean Conservancy, while maintaining a portfolio of limited-edition collaborations with LoveShackFancy, Nest, and others. Stanley 1913 has no disclosed venture funding and is wholly owned by PMI WW Brands, LLC; current annual revenue is referenced in third-party reporting as a "$750 million retail phenomenon."

Name

Stanley 1913

Legal name

PMI WW Brands, LLC

Website

https://stanley1913.com

Company type

Private

Founded year

1913

Operating status

Operating

Headcount range

101–250 employees

Short description

Stanley 1913 is a 110-year-old American drinkware brand selling insulated stainless steel tumblers, bottles, mugs, coolers, and lifestyle accessories directly to consumers globally through DTC, Amazon, and major sporting goods retailers, with recent expansion into bags, sports collaborations, and sustainability programs.

Ownership category

akta.pro rank

Headquarters

HQ city

Seattle

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct-to-Consumer Hardware Sales: Primary revenue stream from selling insulated drinkware, tumblers, bottles, mugs, coolers, and accessories directly through stanley1913.com website and brand-owned e-commerce storefronts across 16 global regions. Products range from $10 to $75+ with one-time purchase model.
2. Retail Distribution: Revenue from sales through major retail partners including Amazon marketplace, Dick's Sporting Goods, and Academy Sports + Outdoors, where the brand's products are sold alongside outdoor and sporting equipment.
3. Loyalty Program (Stanley Club): The Stanley Club loyalty program offers members early access to products, club exclusives, and vault drops, driving repeat customer engagement and retention while providing valuable customer data for marketing.
4. Customization and Personalization: Corporate and custom engraving services for Stanley tumblers, with minimum orders from 1 unit (Etsy/HelloPrint) to 250 units (Stanley corporate), with laser engraving providing permanent, durable results.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Stanley 1913 designs, manufactures, and sells premium insulated drinkware and food containers made primarily from stainless steel, including tumblers (Quencher H2.0 FlowState, ProTour Flip Straw, IceFlow), water bottles, mugs, camp mugs, travel mugs, barware, lunch boxes, coolers, and accessories. The company sells direct-to-consumer through its own e-commerce storefront in 16 global regions and through major retailers including Amazon, Dick's Sporting Goods, and Academy Sports + Outdoors, with prices typically ranging from $10 to $75+.

Product overview

Stanley 1913 is a heritage drinkware brand (over 110 years old) that offers a comprehensive portfolio of insulated stainless steel products. The core product line centers on the Quencher tumbler family, including the Quencher H2.0 FlowState Tumbler (the flagship viral product), Quencher ProTour Flip Straw Tumbler (leakproof variant), and IceFlow Flip Straw Tumbler/Bottles. These are supported by mugs (Stay-Hot Camp Mug, Adventure Admiral's Mug, Café-To-Go), water bottles (Quick Flip Go, All Day Slim, Wellspring), food containers (Fresh-To-Table Bowl, All Day Lunchbox), and coolers (Julienne Mini Cooler, Lifted Spirits Steel Cooler). The brand has expanded into lifestyle accessories through the Vitalize Collection (backpacks, totes, shaker bottles made from recycled nylon) and sports collaborations (Messi, Paris Saint-Germain, Arsenal, Caitlin Clark, Juventus). The company also operates a Stanley Club loyalty program and Take-Back recycling initiative, with products available in sizes from 10oz to 64oz across multiple color families.

Differentiator

Problem solved

Functional benefit

Brands

• Quencher: The flagship product line of insulated travel tumblers available in multiple sizes (14oz to 64oz) with FlowState and ProTour lid options
• IceFlow
• Vitalize Collection
• Stanley Club

Products and services

• Quencher H2.0 FlowState Tumbler Flagship insulated travel tumbler with double-wall vacuum insulation, FlowState lid with three drinking positions (straw, spout, full cover), and ergonomic comfort-grip handle. Available in 14oz, 20oz, 30oz, and 40oz sizes.
• Quencher ProTour Flip Straw Tumbler Leakproof tumbler variant with ProTour flip straw lid providing a sealed, toss-in-a-bag experience. Features double-wall vacuum insulation and cup holder compatibility.
• IceFlow Flip Straw Tumbler Insulated tumbler with flip straw lid and double-wall vacuum insulation keeping drinks cold for up to 20 hours, made from recycled stainless steel construction.
• IceFlow Bottle with Flip Straw Lid Insulated water bottle with flip straw lid, double-wall vacuum insulation, and lightweight AeroLight construction.
• Stay-Hot Camp Mug Insulated camp mug designed to keep beverages hot, featuring double-wall vacuum insulation and rugged stainless steel construction.
• Adventure Tough-To-Tip Admiral's Mug Leakproof adventure mug designed to resist tipping, with advanced insulation for hot and cold beverages.

Quantifiable outcome

• 88,000+ five-star reviews on Amazon for Quencher H2.0 tumbler
• +3 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Lionel MessicoreStrategic or Co-development Partner · 1 December 2025Limited-edition Lionel Messi collaboration featuring electric blue and gold colorways on Quencher ProTour and IceFlow products, translating football legend's brand into functional lifestyle accessories.
• Caitlin ClarkcoreStrategic or Co-development Partner · 28 August 2025Multi-year partnership with basketball star Caitlin Clark to launch a performance hydration collection debuting on September 3, 2025. The collection features athlete-designed, high-performance hydration products including tumblers and bottles with Clark's signature and signature colors, aimed at athletes and fans.
• Paris Saint-GermaincoreStrategic or Co-development PartnerEuropean soccer club partnership integrating Stanley hydration products into football fandom and fan culture. PSG reported €837 million in total revenue for 2024-25, ranking fourth in Deloitte Money League.
• Arsenal FCcoreStrategic or Co-development PartnerLimited-edition football-themed collection with Arsenal football club, part of three limited-edition drops launched in early December 2025 featuring collaborations with Lionel Messi, Paris Saint-Germain, and Arsenal.
• TogethxrminorStrategic or Co-development PartnerWomen's sports organization partnership to reach global sports fans and diversify the brand's audience beyond traditional demographics.
• Jennie (K-pop star)coreGTM or Marketing PartnerTikTok Shop live shopping partnership with K-pop star Jennie that generated over 600,000 views and made Stanley the number two on TikTok Shop that day, demonstrating the brand's ability to leverage creator commerce for viral sales.
• LoveShackFancyminorStrategic or Co-development PartnerHoliday collaboration featuring Coquette Bow designs on Quencher H2.0 FlowState and ProTour tumblers, blending fashion aesthetics with Stanley's drinkware.
• NestminorStrategic or Co-development PartnerCollaboration on AeroLight Transit Flip Top Mug products featuring special edition designs including 'Freedom Women', 'Her Symbols, Her Story', and 'Community' themes.
• Ocean ConservancyminorOthersFor each item returned through Stanley's take-back program, PMI WW Brands (owner of Stanley 1913) donates $5 to Ocean Conservancy environmental advocacy group, supporting circular economy goals.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• CamelBak: CamelBak competes in insulated hydration bottles and active-lifestyle drinkware, sharing distribution through sporting goods retailers (Dick's, Academy) and overlapping with Stanley's sports and outdoor consumer segments.
• RTIC Outdoors: RTIC is a value-positioned competitor in coolers and drinkware with a similar DTC and Amazon-led model. It competes with Stanley in coolers, tumblers, and outdoor lifestyle products at slightly lower price points.
• Yeti Holdings: Yeti is the closest direct competitor to Stanley in premium insulated drinkware and outdoor coolers. Both brands occupy the same premium price tier, sell through similar sporting goods and DTC channels, and compete for the same lifestyle-oriented consumer base.
• Hydro Flask: Hydro Flask (owned by Helen of Troy) is a direct competitor in insulated stainless steel water bottles and tumblers, targeting overlapping outdoor and lifestyle consumer segments with comparable price points and distribution through sporting goods retailers.

Emerging players

• Takeya: Takeya makes insulated stainless steel water bottles, tumblers, and cold brew coffee makers sold through Amazon and sporting goods channels. It competes directly with Stanley in the mid-premium insulated drinkware tier.
• Owala: Owala has emerged as a fast-growing competitor in the insulated water bottle category with viral social media appeal and innovative lid designs (FreeSip), targeting a similar Gen Z and millennial consumer base as Stanley's Quencher.
• BruMate: BruMate competes in insulated drinkware and barware with a strong DTC and influencer-driven model. Overlaps with Stanley's tumbler and barware categories and targets lifestyle-oriented consumers seeking premium, design-forward hydration products.
• Simple Modern: Simple Modern sells insulated tumblers, water bottles, and lunch boxes at value-to-mid price points with broad color and personalization options. It competes with Stanley in the everyday hydration category, particularly among younger consumers and via Amazon.

Broad incumbents

• Igloo: Igloo is a legacy incumbent in coolers and drinkware with broad mass-market distribution. Stanley's expansion into coolers (Lifted Spirits, Julienne Mini Cooler) places it in direct competition with Igloo across the soft cooler and outdoor beverage storage categories.
• Thermos: Thermos is a long-established incumbent in vacuum-insulated bottles and food jars with broad global distribution. Stanley's heritage outdoor positioning and double-wall vacuum insulation place it in direct technology competition with Thermos across multiple drinkware categories.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@Stanley1913
• Facebookfacebook.com/Stanley1913
• Instagraminstagram.com/stanley1913_brand
• TikToktiktok.com/@stanley1913
• Xx.com/stanleybrand

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Stanley 1913