What Stanno does

Stanno is a UK-origin sportswear and teamwear brand founded in 1990 in Derby, initially built around a specialist goalkeeper-glove product. The company designs, manufactures, and sells sportswear across football, handball, volleyball, and fitness, with a catalogue of more than 350 SKUs (223 football plus 127 handball) spanning price tiers from entry-level teamwear (football shirts from £10.65, shorts from £4.05, gloves from £12) up to premium performance items such as the Nibbio Nero leather football boot line (shoes priced up to £103). Its customer base ranges from individual consumers and amateur clubs to professional and semi-professional teams, with named accounts including Royal Antwerp FC, Go-Ahead Eagles, Heracles Almelo, FC Emmen, RKC Waalwijk, the Dutch Handball Association, VOC Amsterdam, and Team Picnic PostNL.

The company runs a multi-channel go-to-market combining direct-to-consumer e-commerce via localized websites in the UK, Netherlands, and Germany, a dealer and retailer network, and online club shops that allow teams to store and reorder kit designs. Operations extend across 35 countries. Distribution partnerships (notably with Derbystar as a reseller) and a Fox 40 referee-product relationship extend the third-party reach, while a 3-year stock guarantee on teamwear and a VIP membership program support customer retention on both the institutional and consumer sides.

Stanno is privately held, employs between 101 and 250 people, and does not disclose revenue, funding, or headcount growth. The economic model is a standard specialty-sportswear wholesale-plus-retail mix, with revenue generated from unit sales of teamwear, gloves, footwear, and accessories, augmented by branded club shops and sponsorship-led demand from professional and federation partners.

Name

Stanno

Website

https://stanno.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

101–250 employees

Short description

Stanno is a UK sportswear brand founded in 1990 that designs, manufactures, and sells teamwear across football, handball, volleyball, and fitness, supplying amateur and professional clubs plus individual consumers in 35 countries via e-commerce, dealers, and club shops.

Ownership category

akta.pro rank

Product category

Sports Teamwear and Apparel

NAICS

Sporting and Athletic Goods Manufacturing (339920), Apparel Manufacturing (315), Sporting Goods Retailers (45911), Apparel Accessories and Other Apparel Manufacturing (31599)

SIC

Sporting & Athletic Goods, Nec (3949), Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Wholesale-Apparel, Piece Goods & Notions (5130)

akta.pro primary industry

Team Sports Equipment & Uniforms Retail (CRAMABAE)

akta.pro secondary industries

Team Sports & On-Field Performance Apparel (CRAAAEAE), Team Sports Protective Gear & Sports Medicine Retail (CRAMAEAJ)

Keywords

• Sports teamwear apparel
• Goalkeeper gloves
• Football club kits
• Custom kit design
• Teamwear manufacturer

Headquarters

HQ city

Derby

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Sportswear and Teamwear Sales: Direct sales of teamwear and sports apparel to clubs, teams, and individual consumers through e-commerce and dealer network.
2. Custom Kit and Printing Services: Bespoke kit design services and custom logo/sponsor printing for clubs, with professional custom prints through partners.
3. Club Shop Services: Online club shop creation and management services for clubs, enabling easy kit ordering and management.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Stanno designs, manufactures, and sells sportswear and teamwear across football, handball, volleyball, and fitness categories, including shirts, shorts, socks, jackets, pants, shoes, and accessories. The company specializes in goalkeeper equipment (gloves, protection, clothing) and provides bespoke kit design, custom printing, and online club shop services for sports clubs. It distributes branded products including Derbystar footballs and Fox 40 referee equipment through its dealer network and direct e-commerce channels.

Product overview

Stanno is a teamwear and sportswear company offering comprehensive product portfolios across multiple sports. The offering is organized as multiple sport-specific collections (Football, Handball, Volleyball, Fitness) plus specialized categories (Goalkeepers, Accessories), supported by six teamwear sub-brand lines (Stadio, Bolt, Pride, Field, Functionals, Base) and proprietary product lines including the Nibbio Nero leather football boot collection and specialized goalkeeper gloves introduced in 1990. Services include custom club shop creation, bespoke kit design, and VIP membership. The company also distributes branded products including Derbystar footballs and Fox 40 referee equipment. Products are available through a dealer network and direct online ordering with club discounts and 3-year stock guarantee.

Differentiator

Problem solved

Functional benefit

Brands

• Nibbio Nero: A classic leather football boot collection featuring high-quality full-grain calf leather with Italian heritage influences.

Products and services

• Goalkeeper Gloves (Volare, Thunder, Ultimate Grip, Hardground, Mighty lines) Specialized goalkeeper gloves introduced in 1990 and evolved with innovative foam technology and finger protection. Includes Volare Ultra, Volare Match, Thunder, Ultimate Grip, Ultimate Grip OPF, Hardground, Hardground RFH, and Mighty lines across multiple foam types (Hyper Foam Plus, Super Soft Profi Foam, Hyper Foam, Soft Foam).
• Nibbio Nero Leather Football Boots Premium leather football boot collection featuring high-quality full-grain calf leather that molds to the foot for a perfect fit, with stitched outsoles and ergonomic footbeds. Available in Ultra FG and standard FG variants.
• Football Teamwear Collection Complete football teamwear including shirts (Vivid, Pixel, Field, Altius, Blade, Wave, Hatch, Pride, Drive, Unity, Aspire), shorts (Focus, Field, Club Pro, Altius), socks (Uni Sock, Original, Ring, Forza, Combi), jackets, pants, tracksuits, base layers, goalkeeper clothing, referee gear, shoes, and accessories.
• Handball Teamwear Collection Complete handball teamwear with durable shirts, shorts with ClimaTec finish, socks, jackets, pants, tracksuits, goalkeeper clothing, referee gear, and handballs (Kids Soft, Light Grippy, Tucana, Solera, Ultimate EHF SHL 25).
• Volleyball Teamwear Collection Volleyball teamwear including shirts, shorts, socks, jackets, pants, tracksuits, referee gear, and volleyballs.
• Fitness Sportswear Collection Fitness sportswear including shirts, shorts, socks, jackets, pants, and accessories for gym and training activities.
• Goalkeeper Protection Equipment Goalkeeper protection including Equip Protection Shirt, Equip Protection Tight, Equip Protection Short, Equip Anti Abrasion Tight, and Equip Protection Pro Tight with padding on shoulders, elbows, hips, and knees.
• Derbystar Footballs Professional-quality footballs including Colpo II, Intense, Excellent, Prime II, Allstars, Futsal Speed, Futsal Basic Pro TT, Brillant Retro II, Solaris, Diamond, Champions Cup II, Planet APS, Prime Light, Prime Super Light, and Classic TT lines for various playing surfaces.
• Fox 40 Referee Products Official referee accessories including Fox 40 Electronic Whistles, Fox 40 Whistles, referee card sets, and linesman flags.
• Club Shop Service Online club shop service allowing clubs to create customized teamwear storefronts with easy kit management, custom printing options, and guaranteed stock availability for at least 3 years.
• Custom Kit Design Service Bespoke kit design service with Stanno design experts to create unique jerseys for clubs in classic, retro-style, or completely custom designs.
• Stanno VIP Membership VIP membership program offering benefits including quick and easy ordering, fast service, and exclusive member advantages for clubs.

Quantifiable outcome

• 3-5 working days delivery on stock items
• +1 more outcomes

Named customers11 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Twelve partnerships are on record, tiered flagship, core and minor.

• Royal Antwerp FCflagshipStrategic or Co-development PartnerRoyal Antwerp FC partnership where Stanno provides official teamwear for the Belgian professional football club. This represents a flagship sponsorship demonstrating Stanno's capability to serve professional football clubs.
• Go-Ahead EaglesflagshipStrategic or Co-development PartnerGo-Ahead Eagles partnership providing official teamwear for the Dutch professional football club. A key partnership in the Netherlands market.
• Heracles AlmeloflagshipStrategic or Co-development PartnerHeracles Almelo partnership for official teamwear. The club also has a youth academy partnership with FC Twente.
• Nederlands Handbal Verbond (Dutch Handball Association)flagshipStrategic or Co-development PartnerNational federation partnership providing official teamwear for Dutch handball, demonstrating Stanno's capability in handball equipment.
• FC EmmencoreStrategic or Co-development PartnerPartnership providing teamwear for the Dutch Eredivisie club FC Emmen.
• RKC WaalwijkcoreStrategic or Co-development PartnerTeamwear partnership for the Dutch professional football club.
• FC Twente-Heracles AcademiecoreStrategic or Co-development PartnerYouth academy partnership combining FC Twente and Heracles Almelo academy programs.
• Draisma DynamocoreStrategic or Co-development PartnerDutch volleyball club partnership providing teamwear and equipment.
• VOC AmsterdamcoreStrategic or Co-development PartnerAmsterdam-based volleyball club partnership with Stanno.
• Team Picnic PostNLminorStrategic or Co-development PartnerEntertainment/team sports partnership with Team Picnic and PostNL branding.
• DNA AthleticsminorStrategic or Co-development PartnerAthletics sports partnership.
• DerbystarcoreChannel Partner/ Reseller/ DistributorStanno offers Derbystar branded footballs as part of their product assortment, reselling the Derbystar ball brand through their dealer and retail network.

Scale indicators3 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• Jako: German teamwear brand with deep penetration in European amateur and semi-professional football and handball. Directly comparable mid-market positioning and dealer-led distribution.
• Legea: Italian sportswear and teamwear brand selling football kits, training wear, and accessories to amateur and professional clubs across Europe.
• Hummel: Danish-origin teamwear brand specializing in football, handball, and other team sports kits. Highly comparable to Stanno in product mix, club-partnership GTM, and mid-market positioning.
• Erima: German team sports brand offering apparel and equipment for football, handball, and volleyball with a strong club and federation customer base. Direct overlap in core sports and customer type.
• Mitre: UK-based sporting goods and teamwear brand with a heritage in footballs and team kits, including goalkeeper gloves. Comparable mid-market positioning and UK distribution footprint.
• Kelme: Spanish sportswear brand with a long-standing football teamwear heritage and presence across European football clubs. Comparable mid-market positioning and B2B club-led model.
• Macron: Italian teamwear manufacturer supplying professional and amateur football, rugby, and handball clubs across Europe. Closely comparable on B2B club partnership model and multi-sport teamwear catalog.
• Uhlsport: German goalkeeper equipment and teamwear specialist. Directly comparable to Stanno on goalkeeper glove specialization and football/handball teamwear.

Broad incumbents

• Adidas Teamwear: Global sportswear incumbent with a substantial teamwear and football/handball division. Competes with Stanno at the high end of the club and federation market.

Regional players

• Masita: Dutch-origin teamwear manufacturer serving football and other team sports clubs, primarily in the Netherlands and Benelux. Closely comparable product mix and regional club-customer focus.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/Stanno_UK

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Stanno