At a time when the action sports market has been challenging, Stance has been one of the biggest success stories.
I am very excited to find out more about how the Stance team has accomplished so much, so fast, and to probe the astute business minds of CEO Jeff Kearl and President John Wilson during our next Executive Roundtable on Thursday, Sept. 19.
Really, the sock brand has been an instant success – it’s hard to believe it launched such a short time ago, toward the end of 2010.
In less than three years, Stance has completely upended the sock category and the brand has garnered a tremendous amount of brand equity and stature in the market.
It has grown into kids and women’s, and plays in surf, skate, snow and beyond.
As I am writing this, I know what John and Jeff's reaction will be: they are modest and humble and concerned about appearing as though they are taking a victory lap.
However, the numbers tell the story, and Stance's success at retail is undeniable.
The socks are now carried in 3,500 doors globally and the brand is sold in 25 countries. Stance has 24 employees and is on track to more than triple revenues in 2013.
Core retailers have embraced the brand quickly. Stance had 3% penetration in the ActionWatch panel in 2010, when it first launched. In 2013, 66% of core retailers carry the brand.
The big question on everyone’s mind going forward: Will Stance eventually expand beyond socks? Hopefully, we will find out the answer to that question, and many others, next Thursday at the Shorebreak Hotel in Huntington Beach.
Registration ends soon, and tickets are limited and need to be purchased in advance.
To find out more details about the Roundtable, and to register, see our registration page.
A big thank you to our wonderful sponsors for the Stance event: Title Sponsor, Moss Adams; Executive Sponsors, Wells Fargo Capital Finance, Panalpina and Procopio; and Event Sponsors, Full Circle and the Shorebreak Hotel.