Stanley looks to replicate the water-bottle hype among guys
Stanley has spent the past few years turning a vacuum-insulated, 40-ounce water bottle into one of the most-desired womenswear accessories on the planet. Now it is widening its focus to include the customer it was first designed for more than 110 years ago—men. The company, which is owned by Chicago-based HAVI, next year plans to release new products geared toward guys beyond its current male audience of outdoor enthusiasts.
The new Stanley man might not require a steel canteen to take into the wilderness, but he might want a sleek water bottle to take from the office to the gym to date night in a wine bar, according to Jenn Reeves, Stanley’s vice president of global brand marketing. “He’s not a fashionista, but he cares about how he’s put together. He’s into grooming and how he looks, and into sports," Reeves said.
That hypothetical male customer wants water bottles that are a little sleeker and subtler than the brightly colored giant flasks coveted by Stanley’s female audience, she said. The bid for diversification comes as Stanley looks to hold on to the brand equity it has accrued in a remarkably short time. Stanley’s annual revenue jumped to around $750 million in 2023 from $73 million in 2019, and scores of articles and think pieces have in the past year been written to explain how a company originally targeting construction workers became one of the trendiest brands of the moment.
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