Stio

About Stio

Stio is an outdoor apparel company headquartered in Jackson Hole, Wyoming, that designs, manufactures, and sells functional and versatile products for men, women, and children. Founded in 2011 by Stephen Sullivan, the company was established to create apparel that is authentic to the mountain life experience. Sullivan, who previously co-founded the outdoor apparel brand Cloudveil, drew upon his experience to launch Stio with a direct-to-consumer (DTC) business model. This approach, which combines e-commerce with physical retail locations known as "Mountain Studios," allows the company to maintain a close connection with its customers and quickly respond to their feedback.

The founder's journey is deeply intertwined with a love for the outdoors. After moving to Jackson in 1989 and spending years as a climbing and skiing enthusiast, Sullivan merged his passion for apparel with his business ambitions. He launched his first company, Cloudveil, in 1997, and after its sale, he founded Stio to create a brand that was a direct reflection of the Jackson Hole lifestyle. This authenticity is a core tenet of the company, with many employees, including Sullivan, actively participating in mountain sports and using the gear themselves.

Stio's business model is centered on a direct connection with its consumers, with the vast majority of its business conducted through its website, complemented by its growing number of brick-and-mortar stores in mountain and gateway communities. The company's product line includes a wide range of apparel such as jackets, pants, and shirts, as well as footwear, bags, and accessories designed for activities like skiing, hiking, and everyday wear. Stio emphasizes quality and sustainability, using textiles from reputable mills and incorporating recycled and repurposed fibers in its products. The company has demonstrated significant growth, with a reported 50% compounded annual growth rate since its inception and revenues expected to exceed $100 million.