Stanley named fastest-growing equipment accessories brand in US Outdoor Specialty Market

Stanley, a brand of PMI Worldwide, received The NPD Group (NPD) Outdoor Sports Retail Performance Award, and has been named the fastest-growing equipment accessories brand in the U.S. outdoor specialty market. The awards acknowledge the fastest-growing brands in the U.S. outdoor and snow specialty retail markets based on in-store and e-commerce sales revenue, according to NPD data.*

Stanley named the fastest-growing equipment accessories brand in U.S. outdoor specialty market

The outdoor specialty market generated $7.6 billion in U.S. retail sales in the 12 months ending November 2021, an increase of 13% over the prior year, according to NPD.* The Outdoor Industry Association notes that 2020 saw the largest growth in participation ever among outdoor activities since the pandemic began, including camping, hiking and fishing.

With consumer demand on the rise, Stanley reports that the company achieved rapid global growth in 2021 with direct-to-consumer sales up almost 350% and e-commerce sales up nearly 150% compared to the previous year. Specialty U.S. sales for the brand increased 40%, while sporting goods and outdoor channels grew 90%.

Stanley named the fastest-growing equipment accessories brand in U.S. outdoor specialty market

“Stanley is honored to be named among the fastest-growing brands in the U.S. outdoor industry,” said Terence Reilly, Global President of Stanley brand. “As our customers continue to head outside, they’re investing more heavily in food and drinkware that deliver a more comfortable and durable outdoor experience. As a result, last year we experienced a double digit increase in web traffic and 100% total growth over the prior year.”

Stanley growth highlights across categories includes:  

  • 1,000% increase in Stanley Camp Cook sales year over year, with smaller-sized Cook Sets up 235% year-to-date
  • 215% increase in Stanley’s new, best-selling Hydration category, including the popular Adventure Quencher Travel Tumbler, which sells out with every restock
  • 40% increase in sales of Stanley’s Coffee and Tea category

“Seeking greater wellbeing and experiential endeavors, more and more consumers are investing in outdoor living and this is driving sales growth across many outdoor product categories,” said Jim Kelley, President of Sports at The NPD Group. “We are thrilled to recognize companies including Stanley, that are playing an important role in our industry — and our society — by inspiring participation in outdoor and sports activities. Congratulations to Stanley on 100% growth in the equipment accessories category — we wish you continued success in 2022.”

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*Source: The NPD Group/Retail Tracking Service, U.S. Outdoor Specialty and Sport Specialty E-commerce, dollar sales, 12ME November 2021 (Among brands that comprise the top 80% of category dollar volume)

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