Brands Briefing: Stanley 1913’s next era focuses on storage, international growth and sports

With its bright colors and limited-edition collaborations, Stanley 1913’s Quencher tumbler became the “it” product of the early 2020s. Now, in 2026, the company wants to prove it’s more than a viral water bottle, through various expansions.

While Stanley still sells Quenchers, the company went into soft goods like totes and coolers in 2024 — a tactic it’s continuing to better establish itself as an accessories brand. Between mid-February and mid-April, Stanley launched three products designed for mobility and storage: the Vitalize Collection (a series of backpacks, totes and shaker bottles), the Clutch Bottle (a non-rounded tumbler with a strap) and the Flowstate Spring Bottle (a leakproof bottle with a lanyard). Stanley is also building its business abroad in the Middle East and Asia-Pacific and boosting its sports partnerships to woo male and female customers alike.

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