Stio
Stio is a privately held outdoor apparel brand founded in 2011 in Jackson Hole, Wyoming, designing and selling premium mountain lifestyle clothing and gear for men, women, and kids via DTC e-commerce, Mountain Studio retail stores, and wholesale specialty channels.
- Company typePrivate
- Founded2011
- HeadquartersWilson, United States
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Stio does
Stio is a Jackson Hole, Wyoming-based outdoor apparel brand founded in 2011 that designs, develops, and sells premium mountain lifestyle clothing and gear for men, women, and kids. Its core product lines span shirts, pants, fleece, jackets, swimwear, footwear, accessories, and packs, organized by activity (hike, bike, run, swim, ski/snowboard) and priced roughly $11-$299. Supporting the apparel business, Stio operates the Mountain Town Journal content platform, a Mountain Studio physical retail concept, a Second Turn circular commerce (trade-in/resale) program, and an Outlet channel for past-season inventory.
The company monetizes through three primary channels: direct-to-consumer e-commerce at stio.com, owned Mountain Studio retail locations in mountain communities, and wholesale distribution via seven regional sales agencies across major U.S. territories. Pricing is unit-based with free economy shipping on orders over $99, tiered shipping options, and loyalty incentives through Stiosphere. Customer segments include outdoor enthusiasts, families, and mountain-town residents, with additional reach into independent specialty retail. Brand collaborations (Seea, HEST, Taylor Guitars, Wilderdog, Roadhouse Brewing Co., BirdieBlue) extend the ecosystem into adjacent lifestyle categories.
On the technology side, Stio runs Centric PLM (implemented 2021) for product lifecycle, sustainability, and compliance management, and has deployed Toolio's AI platform for retail resource allocation, reporting a 30% reduction in end-of-season warehouse returns and 90% reduction in processing time. Marketing is content-led (Mountain Town Journal blog, athlete ambassadors, social channels) with affiliate and Pro Programs for professionals. Operations span the United States and Canada, with no disclosed funding rounds after August 2019 and a privately-held ownership structure.
Stio firmographics
Firmographics- Name
- Stio
- Legal name
- Stio
- Website
- https://stio.com
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Stio is a privately held outdoor apparel brand founded in 2011 in Jackson Hole, Wyoming, designing and selling premium mountain lifestyle clothing and gear for men, women, and kids via DTC e-commerce, Mountain Studio retail stores, and wholesale specialty channels.
- Ownership category
- akta.pro rank
Stio industry classification
Industry- Product category
- Outdoor Apparel
- NAICS
- Sporting Goods Retailers (45911), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)
- SIC
- Retail-Apparel & Accessory Stores (5600), Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Outdoor Clothing & Footwear Retail (Camping/Hiking/Climbing) (CRAMAMAK)
- akta.pro secondary industries
- Camping, Hiking & Backpacking Gear Retail (CRAMAMAA), Hiking & Trail Accessories Retail (CRAMAAAD)
Keywords
Where Stio is headquartered
LocationHeadquarters
- HQ city
- Wilson
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Stio business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Direct-to-Consumer E-commerce: Stio sells directly to consumers through its e-commerce platform stio.com, offering full-price and outlet products with free shipping on orders over $99
- Wholesale Distribution: Stio distributes through specialty retail partners via seven regional sales agencies across major U.S. territories
- Retail Stores (Mountain Studios): Stio operates physical retail locations called Mountain Studios in mountain communities
- Second Turn (Circular Commerce): Trade-in and resale of used Stio apparel, offering customers up to 25% of original retail value for qualified trade-ins
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Main Collection Products |
| Unit Pricing | Pay-as-you-go | Stio Outlet |
| Unit Pricing | Pay-as-you-go | Stio Second Turn |
| Unit Pricing | Pay-as-you-go | Shipping Options |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels7 records
Stio product offering
Product offeringCore offering
Stio designs, develops, and sells mountain lifestyle outdoor apparel and gear for men, women, and kids, including technical outerwear, fleece, shirts, pants, swimwear, and accessories built for activities such as hiking, biking, skiing, snowboarding, climbing, and paddling. The brand distributes its products through a direct-to-consumer e-commerce site (stio.com), owned Mountain Studio retail locations, wholesale specialty retail partners, and a circular commerce trade-in program called Second Turn.
Product overview
Stio is an outdoor apparel brand founded in 2011 in Jackson Hole, Wyoming, offering a comprehensive product ecosystem built around mountain lifestyle clothing and gear. The core offering spans three main product lines for Men, Women, and Kids, plus a dedicated Bags & Gear category. Supporting the main apparel business, Stio operates Stio Second Turn (a circular commerce program for used gear), Stio Outlet (past-season discounted items), Stio Mountain Studio (physical retail locations), and the Stio Pro Program (professional purchase program). The brand has developed several notable collaborations including Stio x Seea (women's swimwear), Stio x HEST (dog beds), Stio x Taylor Guitars (limited-edition guitars), and a Loose Boots Après IPA with Roadhouse Brewing Co. Additional brand assets include The Mountain Town Journal editorial content platform, an e-gift card program, and various sustainability partnerships focused on preferred materials including PFAS-free products, organic cotton, recycled materials, and responsibly-sourced down and wool. Stio also implemented Centric PLM in 2021 to support operations and sustainability tracking across their expanded product categories.
Differentiator
Problem solved
Functional benefit
Brands
- Stio Second Turn: Home-grown gear renewal program allowing previously-used items to be traded in, cleaned, repaired and circulated back into use.
- Stio Mountain Studio
- The Mountain Town Journal
Products and services
- Women's Apparel Collection
Quantifiable outcome
- 30% reduction in end-of-season warehouse returns
- +1 more outcomes
Companies that use Stio
Customer profileSegments4 records
Ideal customer profiles2 records
Stio technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability1 record
Feature1 record
Stio partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered minor and core.
- Roadhouse Brewing Co.minorCollaborative seasonal release of Loose Boots Après IPA (5% ABV hazy IPA) for winter season. Promoted through in-store events, après-ski parties, and sweepstakes offering ski passes to Jackson Hole and Vail.
- Centric SoftwarecoreStio implemented Centric PLM in 2021 to improve visibility, sustainability tracking, and compliance. The solution aided in expanding operations and product categories, resulting in streamlined operations and category growth.
- TooliocoreToolio's AI platform helped Stio reduce end-of-season warehouse returns by 30% and processing time by 90%, transforming resource allocation in retail project management.
- SeeaminorWomen's swimwear collaboration uniting mountain and ocean spirits. Designed by the women of Seea, the collection brings bold, functional swimwear bridging Pacific and Teton lifestyles.
- Taylor GuitarsminorLimited collaboration celebrating music's power to bring people together. Partnership with nine artists with ties to Stio Mountain Studios created original guitar designs inspired by outdoor textures and stories.
- HESTminorLimited-edition dog bed collaboration designed for mountain adventures. Plush, durable, and packable dog beds made to accompany outdoor excursions with four-legged companions.
- WilderdogminorPartnership for outdoor dog gear and accessories.
- BirdieBlueminorSpecial collection where returns and exchanges are only accepted through participating retail stores. BirdieBlue's lifetime warranty covers all items in this collection.
- Jackson Hole Mountain ResortminorLocal partnership in Stio's home mountain community for events and promotional activities.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Stio competitors and assessment
Company assessmentDirect peers
- Smartwool: Premium outdoor sock and apparel brand (a VF Corporation brand) selling through DTC and specialty wholesale; competes most directly with Stio in socks and base layers within the same hiking, ski, and outdoor lifestyle demographic.
- Outdoor Research: Outdoor apparel and accessories brand with strong positioning in hiking, climbing, and ski categories; sells through DTC and outdoor specialty wholesale—directly comparable channels, customer, and product mix to Stio.
- Patagonia: Heritage premium outdoor apparel brand with direct overlap on men's, women's, and kids' mountain apparel; competes with Stio across hiking, skiing, and lifestyle categories with a similar DTC + wholesale + retail store model.
- Cotopaxi: Mission-driven outdoor brand with similar premium-DTC positioning and sustainability/circular-commerce commitments (e.g., Del Día, Quechua collections); competes in hiking, lifestyle apparel, and packs/gear with comparable pricing tiers.
- Mountain Hardwear: Mountain-focused technical apparel and outerwear brand that competes across hiking, climbing, and ski/snowboard categories via DTC and wholesale to outdoor specialty retailers; directly overlapping product and price positioning.
- Arc'teryx: Premium technical outerwear and apparel brand with shared positioning in ski/snowboard and hiking categories; competes head-to-head at the high-end price points where Stio's premium jackets ($129-$299) sit.
- Fjällräven: Swedish heritage outdoor brand with similar premium-positioned hiking apparel, Kånken packs, and lifetime-warranty ethos; overlaps Stio in hiking apparel, packs, and conservation-driven brand storytelling.
Broad incumbents
- L.L.Bean: Heritage outdoor and lifestyle apparel retailer with shared American heritage positioning, broad men's/women's/kids outdoor assortments, and DTC + retail model that overlaps with Stio across hiking, fleece, and outerwear categories.
- The North Face: Largest scale outdoor apparel brand; shares Stio's product taxonomy (hike, ski, run, kids) and competes across multiple price tiers including discount channels; broader portfolio breadth and global wholesale penetration dwarf Stio's reach.
- Helly Hansen: Norwegian outdoor apparel and base-layer brand with broad portfolio across sailing, skiing, hiking, and work; competes with Stio in outerwear, kids', and ski categories via specialty wholesale and DTC channels.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Stio social profiles
Digital presenceStio financial estimates
Financial estimateRevenue estimate
Valuation estimate
Stio leadership team
Management profileNumber of profiles
Profiles2 records
Stio funding detail
Funding detailFunding overview
Funding rounds5 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Stio M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Stio
What does Stio do?
Stio designs, develops, and sells mountain lifestyle outdoor apparel and gear for men, women, and kids, including technical outerwear, fleece, shirts, pants, swimwear, and accessories built for activities such as hiking, biking, skiing, snowboarding, climbing, and paddling. The brand distributes its products through a direct-to-consumer e-commerce site (stio.com), owned Mountain Studio retail locations, wholesale specialty retail partners, and a circular commerce trade-in program called Second Turn.
Is Stio a public or private company?
Stio is a private company. It is classified as venture growth investor backed and is currently operating.
When was Stio founded?
Stio was founded in 2011. It employs 101 to 250 people.
Where is Stio based?
Stio is headquartered in Wilson, United States, in the North America region.
How does Stio make money?
Four revenue lines are on record. Direct-to-Consumer E-commerce is the primary driver. The others are wholesale Distribution, retail Stores (Mountain Studios) and second Turn (Circular Commerce).
Who are Stio's main competitors?
Direct peers on record are Smartwool, Outdoor Research, Patagonia, Cotopaxi, Mountain Hardwear, Arc'teryx and Fjällräven. Broad incumbents are L.L.Bean, The North Face and Helly Hansen.
Does Stio have an API?
No public API is recorded for Stio.
What industry is Stio in?
Stio's product category is Outdoor Apparel. Its primary akta.pro industry code is CRAMAMAK, Outdoor Clothing & Footwear Retail (Camping/Hiking/Climbing), with a secondary code of CRAMAMAA, Camping, Hiking & Backpacking Gear Retail. Its NAICS code is 45911 and its SIC code is 5600.