STANLEY Launches New Thermalware Category Initiative to Retailers

Addressing retailers’ feedback, Stanley, a brand of PMI, defines a new category

(SEATTLE, WA) - At next week's 2012 Winter Market Outdoor Retailer Show, STANLEY, a brand of PMI, plans to unveil a new retailer campaign, Thermalware 101. This campaign is designed to educate buyers about Thermalware, its importance as a new category, and its relevancy for buyers and their consumers. STANLEY believes that Thermalware – defined as insulated food and beverage gear, such as vacuum food jars, vacuum bottles and double wall mugs – represents an untapped category and a huge potential for retailers as this gear plays a major role in making the consumers' adventure the best possible.

“Right now beverage and food gear is left in the catch-all category of “miscellaneous” or “cookware” – consumers don't intuitively know where to locate the food and beverage gear in a given store,” explains Neil Burch, Vice President Outdoor Sales for Stanley brand. “We organized these types of products into the ‘Thermalware' category and shared this concept with our retailers; they were excited and believe this solution will help their stores.”

Like the right footwear, tents or packs, consumers are looking for the best equipment for their chosen adventure – including food and beverage containers. Different journeys and destinations require different gear. The needs of a car camping family are not the same of a solo backpacker on the Appalachian Trail. Stanley recognized this need and has responded with the Thermalware category initiative – in order to provide consumers a solution.

More than just the consumer, the retailer will also reap the benefits of this newly defined category. Educated shoppers who visit a store with an organized Thermalware section will be able to locate the products in one place instead of all over the store; it becomes less of an impulse buy. In turn they will purchase the most suitable product for their adventure. This all translates to happier customers, better sales and increased sell through.

“With a down economy and a greater sensitivity to the environment, reusable Thermalware products continue to see steady growth in sales however the ability to find and purchase these items continues to be difficult for consumers at retail,” states JoAnne Anderson, Global Marketing Manager for PMI's Stanley brand. “In 2012, we are introducing POP solutions to help retailers' better merchandise the Thermalware section within their stores. We expect this to help drive sales for this growing category.”

The Thermalware category initiative will be rolling out to retailers throughout 2012 supported by educational and merchandising pieces.

Remember the green bottle your dad or grandpa always carried on fishing trips? It probably had a few scratches on it, may have even been dropped once or twice, yet despite the abuse, it always kept coffee hot….for hours. That's the legendary Stanley bottle. Today, the STANLEY brand delivers superior food and beverage gear for rugged, active lifestyles and is dedicated to this simple promise: buy STANLEY products, get quality gear. Built for Life®. Since 1913. Learn more, visit

About PMI:
Founded in 1983, by Rob Harris, PMI manufactures, markets, and designs innovative food and beverage solutions for busy lifestyles across the globe. PMI's two most recognizable brands, Stanley® and Aladdin®, are both nearly 100 years old. Guided by principles of sustainability, community and integrity, PMI has extended these beloved brands into the future while remaining rooted in their past. Headquartered in Seattle, WA, PMI has offices in Shanghai, Amsterdam and Manila and ownership in PMI Joinease manufacturing in China. It currently distributes its products in over 50 countries worldwide.


Raise a Glass as STANLEY, a brand of PMI, Celebrates 100 Years

SEATTLE, WA – STANLEY, a brand of PMI, invites attendees of the 2013 Winter Market Outdoor Retailer Show to join them in a toast to commemorate their 100th anniversary. On Thursday, January 24, 2013 (day two), show attendees will meet at and around the STANLEY booth (21001) for more

STANLEY_Marketing_Lockup_ Translucent background

PMI’s STANLEY Brand Brings their Legendary Thermal Performance and Durability to the Hydration Category

SEATTLE, WA – PMI’s STANLEY brand, who brought the world stainless steel vacuum insulation over 100 years ago, announces the introduction of a complete new line of vacuum insulated and single wall stainless steel water bottles. Responding to the growing consumer preference for more

STANLEY Brand Celebrates #Stanleyness with New Integrated Marketing Campaign

SEATTLE, WA – This summer STANLEY, a brand of PMI, is celebrating fans of the brand with the introduction of #Stanleyness – an integrated marketing campaign that will come to life through a robust media plan starting this month with Outside Magazine. The #Stanleyness campaign more

Stanley One-Handed Water Bottle Revolutionizes Stainless Hydration

Stanley, a brand of PMI introduces a breakthrough in stainless hydration with the launch of their Nineteen13 One-Handed H20 stainless steel water bottle at the Outdoor Retailer Trade Show Winter Market in Salt Lake City, UT. This stainless steel water bottle is the first of its more

STANLEY_Marketing_Lockup_ Translucent background

Stanley, a Brand of PMI, Introduces New Line Of Adventure Coolers

SEATTLE, WA (July 11, 2013) – STANLEY, a brand of PMI, announces today the release of their new line of Adventure Coolers available in two sizes: 7 QT/6.6 L and 16 QT/ 15.1 L. Backed by a lifetime guarantee, these new coolers keep cold for 27 hours (7 QT) and 36 hours (16 QT) more

Stanley and Filson Partner to Create Commemorative Product

Media Contacts:Bethany Mousseau JoAnne Anderson Amy Terai Momentum Media PR Stanley, a brand of PMI Filson(781) 801-9663 (206) 441-1400 (206) Amy.Terai@filson.comSEATTLE, WA (January 10, 2013) – In honor of more

STANLEY_Marketing_Lockup_ Translucent background

PMI Stanley Brand Names Lisa Wood New Marketing Director

SEATTLE, WA (July 12, 2016) – Pacific Market International (PMI) is pleased to announce the hire of Lisa Wood as the STANLEY brand’s marketing director. From the brand’s US headquarters in Seattle, Wood will help solidify the strong foothold the Stanley brand has created within more

STANLEY Built for Life® Tour Takes to the Road, Heroes

Media Contacts:Bethany MousseauMomentum Media PR781.801.9663bethany@momentummediapr.comErin STANLEY Built for Life® Tour Takes to the Road to Find and Honor Unsung Heroes Across the NationFueling outdoor adventures since 1913, more

STANLEY, a Brand of PMI, Returns as Series Sponsor of the 2011 USGP

Louisville, KY -- Organizers of the US Gran Prix of Cyclocross, (USGP) are proud to announce that STANLEY, a brand of PMI, the iconic outdoor food and beverage brand that has fueled outdoor adventures since 1913, will be returning to the USGP as a series-wide sponsor for the more