Stanley 1913's Alexis Call on TikTok Shop, Customization, & Staying Relevant As Lifestyle Brand

On this episode of People of Retail, Retail Field Report's Anne Mezzenga talks with Alexis Call, Global Digital Strategy Senior Director at Stanley 1913, about steering a legacy brand into its next chapter as a digital-first lifestyle brand. Alexis walks through what it actually takes to run Stanley's TikTok Shop strategy, why the Quencher (the large handled cup that put them on the map) isn't the top seller on the platform, and what's driving demand instead. She also breaks down the Stanley Create customization program, the operational complexity behind letting customers engrave their own products, and where the B2B opportunity sits. What's most telling is how a channel built for discovery is now shaping merchandising decisions across the rest of the business, from on-site search to Amazon. Can a legacy brand test its way into new product categories with real speed? Based on this conversation, the answer is yes. Subscribe to Retail Field Report for new People of Retail interviews and weekly Store Staging episodes, and head to RetailFieldReport.com for more.