Stanley 1913 targets café and mobility growth beyond Quencher

The shaker belongs to the Vitalised collection, with bags designed to carry bottles and equipment from the office to the gym or Tube. James described these opportunities as “consumer rituals” – the repeated acts around which people organise their day, from making coffee to carrying water.

Ecommerce often provides the first encounter with Stanley 1913. James said the company’s direct online business was growing 52% year on year at the time of the interview. He believes stores are better placed to show how far the range has moved beyond the Quencher. JD Sports has become an important partner, with new displays bringing the categories together.

Collaborations with Arsenal, Lionel Messi and Kacey Musgraves have helped reach beyond the established base. James said the partnerships generated a 200% increase in new consumers through direct channels. Arsenal players carrying Stanley 1913 products during a parade produced more than five million earned impressions. He is wary of partnerships that amount to placing two logos on a product. “I definitely don’t want to just slap our logo and their logo on a product and call it a day,” he said.

Messi’s association with maté gave Stanley 1913 the basis for a multi-year, four-product collaboration. Partnerships with Arsenal, Paris Saint-Germain and Juventus introduced the brand to fans who may never have considered its products.

Internally, product development brings together merchandisers, marketers, engineers and sales staff. James described that culture as Stanley 1913’s “biggest superpower.”

Asked which product he would take to a desert island, James chose the Spring bottle. He likes its slim profile and covered mouthpiece. The ease of carrying it between meetings and the school run also appeals to him. “If I talk to you in a month, it’ll probably be a new product,” he said, “because I’m just that much of a fan.”