Stanley’s Farm Rio collaboration drives near‑50% first‑week sell‑through
Stanley 1913 launched its Farm Rio collaboration globally on August 18, achieving nearly 50% global sell‑through in the first week. Six of the ten best‑selling items that week were from the Farm Rio line, and the Tropical Woods print approached 100% sell‑through in under a week.
The collection, priced from $55 to $155, included Quenchers, bottles, and a soft cooler in three tropical prints. It garnered 12,500 “Notify Me” registrations across Latin America before release and sold out within hours at New York events. Paid‑media support was minimal, yet sell‑through exceeded 50% in North America, Canada, EMEA, Brazil, and Argentina.
“We look at how those consumers who are acquired through that collaboration come into the brand and what they do after they’ve purchased,” Kate Ridley, chief brand officer of PMI WW Brands, LLC said.
Unlike Stanley’s partnerships with musicians and athletes such as Post Malone, Olivia Rodrigo, and Lionel Messi, the Farm Rio tie‑up aimed to deepen ties with existing fans of color and design rather than attract a new demographic. The collaboration arrived as Farm Rio’s parent, Azzas 2154, announced a breakup amid shareholder disputes, with the brand expected to become an independently held company jointly owned by Alexandre Birman and Roberto Jatahy.
What we know
Launch date: August 18
Nearly 50% global sell‑through in the first week
Six of the ten top‑selling products came from the collaboration
Tropical Woods print reached almost 100% global sell‑through in less than a week
12,500 Notify Me registrations across Latin America ahead of release