Stanley x Go Outdoors
A Century of Stanley Meets D4R’s Shop-in-Shop
With an impressive 100+ year history, Stanley has continued to expand on their extensive range of products. Looking to aid their collection, they approached D4R to deliver a permanent shop-in-shop solution within Go Outdoors’ largest store in York.
Idea
Stanley came to us with a vision: to create a standout shop-in-shop experience that would embody the spirit of adventure, capture attention in-store, and reflect the iconic nature of their products.
Our goal was to design a scalable, adaptable retail concept—one that could flex across different store formats, seasonal campaigns, and retail partners. The result was a modular toolkit that elevated product presentation, enhanced merchandising, and created a consistent brand experience.
From the instantly recognisable Quencher Tumbler to their functional camping series, our design solutions helped bring their full product range to life—showcasing their extensive range and engaging shoppers.
Insight
We began the project with in-depth research into Stanley’s existing retail executions, identifying the key elements that defined their in-store identity. Using these insights, we reimagined their presence at Go Outdoors—balancing brand consistency with a fresh, premium approach.
By enhancing their signature brand colours and visual assets, we helped bring the unique character of each product to life. To create contrast and elevate the display, we used dark wood flooring and ash grey fixtures—offering a clean, contemporary backdrop that made the product range stand out. Magnetic point-of-sale callouts added an extra layer of flexibility, allowing for easy updates and highlighting the high-spec features of the collection.
At the centre of the space stood a functional “hydration station” framed by shelving wall bays on either side. This focal point featured an elegant rose quartz display—a subtle tribute to one of Stanley’s most admired Quencher colourways—while showcasing the product’s practical appeal.
To ensure every detail was perfect, we sent a curated selection of samples to Stanley’s HQ in Amsterdam for approval, confirming colours and materials with their team. Before launch, we completed a full dry build at our warehouse to test functionality and finish. The final setup was then transported to York, where we carried out a collaborative review ahead of installation.
Realisation
To amplify the buzz around the launch, Stanley introduced a personal touch—offering live engraving as a reward for their most loyal customers. Positioned at a custom-built desk, an engraver personalised each Stanley Quencher with a name or word of the customer’s choice—adding both value and memorability to the experience.
The surrounding space was carefully crafted to reflect Stanley’s premium identity. Illuminated branding and elevated displays caught the eye from the store entrance, drawing customers in. Vibrant product colours stood out against the refined setting, while the layout encouraged exploration and interaction.
The result was a standout retail environment—one that not only disrupted the shopper journey but also increased brand visibility and engagement. A space designed for all-day, everyday adventurers—just like the products themselves.
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