Stio

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.

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

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

• Outdoor apparel
• Mountain lifestyle clothing
• Technical outerwear
• Hiking gear
• Ski apparel

Headquarters

HQ city

Wilson

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, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. 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
2. Wholesale Distribution: Stio distributes through specialty retail partners via seven regional sales agencies across major U.S. territories
3. Retail Stores (Mountain Studios): Stio operates physical retail locations called Mountain Studios in mountain communities
4. 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

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core 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

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature1 record

Partnerships

Nine partnerships are on record, tiered minor and core.

• Roadhouse Brewing Co.minorStrategic or Co-development Partner · 1 November 2025Collaborative 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 SoftwarecoreTechnology or Integration · 1 January 2021Stio 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.
• TooliocoreTechnology or IntegrationToolio'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.
• SeeaminorStrategic or Co-development PartnerWomen'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 GuitarsminorStrategic or Co-development PartnerLimited 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.
• HESTminorStrategic or Co-development PartnerLimited-edition dog bed collaboration designed for mountain adventures. Plush, durable, and packable dog beds made to accompany outdoor excursions with four-legged companions.
• WilderdogminorStrategic or Co-development PartnerPartnership for outdoor dog gear and accessories.
• BirdieBlueminorStrategic or Co-development PartnerSpecial 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 ResortminorGTM or Marketing PartnerLocal partnership in Stio's home mountain community for events and promotional activities.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct 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

• YouTubeyoutube.com/user/StioMountain
• LinkedInlinkedin.com/company/stio-
• Instagraminstagram.com/stio
• TikToktiktok.com/@stio_mountain
• Xx.com/StioMountain

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds5 records

Investors1 record

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 Stio