Opening a storefront in Teton Village is a dream of Stio CEO and founder Stephen Sullivan.
“I’ve had my eye on Teton Village for a long time,” Sullivan said Monday. “But I was never able to find the right spot, or even a spot, to do a store.”
The new 650-square-foot Stio Mountain Studio will be located at the base of Jackson Hole Mountain Resort in the Hotel Terra complex.
Stio is a Jackson-based mountain apparel brand, and if you haven’t noticed it already, its pine cone insignia can be found all around the valley on down jackets and trucker hats alike.
“When this came available, I jumped on it,” Sullivan said.
He’s looking forward to increasing brand exposure in Stio’s backyard and plans to focus more on seasonally relevant products in the new space.
“We’ll have a different mix of our line,” Sullivan said. “It’s gotten so broad that there’s no way to carry everything in there, so we’ll home in on a little more resort-specific type apparel.”
In addition to a more curated selection of outerwear and gear, the new Stio store will offer on-mountain product testing.
“We’re going to do product testing weeks periodically so customers can try out new textiles and products we are working on,” Sullivan said. “We get a lot of that already from our ambassador crew and our own crew, but it’ll be nice to get some completely unbiased, objective feedback.”
Does you Stio jacket keep you warm even on the coldest of Wyoming winter days? Let them know. Gloves don’t quite hold up to wet snow conditions? Let them know.
“It’s a neat experience for us to have that real immediate feedback on how stuff is working,” Sullivan said.
In addition to Stio’s clothing, products from well-known outdoor industry brands such as Pistil, Hestra, Scarpa, Smith, Croakies and Sunski will be carried in the Village store.
Sullivan hopes the storefront will open Friday, but he’s still considering it a soft opening.
Whenever the store does open its doors, shoppers will be greeted with beer to quench their thirst after a long day — or early start — on the slopes. Stio and the Q Roadhouse & Brewing Company have collaborated to make their own signature brew, Loose Boots IPA.
“We’re excited to get it open, and we’re really excited to be on the mountain,” Sullivan said. “We’d love it if people stopped by to see some of the new features of the store.”