Stance in Focus

Summer is here, and we have much to look forward to in the coming season. The first half of 2025 brought a mix of challenge and opportunity, and I’m proud of the way Stance navigated market dynamics with integrity, skill, and care for each other. Together, we not only got through these challenges but came out on the other side as strong as ever.  

Today, I’m filled with excitement for 2025, and the seeds it will plant for 2026 and beyond. This last half of the year is special already; it’s the prelude to our 20th year in business, which we will celebrate well in 2026! In addition, this season will bring exciting evolutions to our brand, and our product line, to the forefront.  

As we prepare to roll out refreshed brand positioning alongside a series of new product releases, Stance is reinforcing our unique value and competitive position in an increasingly saturated industry. And we’re making these investments with our core values guiding us every step of the way.   

With our 20-year milestone in view, we all have an opportunity to reflect on how far we’ve come, and share in the vision for where Stance will go in the future. While much has changed, I’m proud to say that the most important aspects of Stance have stood the test of time: our core values and our focus. All-new brand messaging to come from our marketing communications will start later this summer and reflect these truths about who Stance was 20 years ago, is now, and always will be: 

• Rooted in Purpose 
• Focused on Healing Experiences 
• Driven by Stewardship 

Along these lines… Each one of you contributes to our thoughtful development of new products. This second half of 2025 will showcase that hard work in the latest rollout of several new Stance collections. Leading the pack is award-winning Flo Collection, which will add a whole suite of new products to the series, beginning with a double-pedestal table this summer and followed by a stool, wardrobe, occasional table, and rocker leading up to our HCD 2025 appearance in October.  

While providing unexpected comfort in products that are built to endure, we’re also intentional about how they’re made, and the environmental impact of our operations. That’s a big reason why we’ve invested in a dedicated, senior-level role to oversee sustainability and ensure we are not only keeping up, but setting new standards for ourselves and the industry. We are excited to see where Rebecca Merner takes Stance’s ambitious sustainability plans and will be providing more regular updates on all things sustainability going forward – including, but not limited to a new environmental impact report to come early next year.  

We are stewards of our industry, of our environment, and of the communities and people we ultimately serve. Of all our areas of excellence, I am most proud of our team’s seemingly limitless capacity to give generously and invest in causes as a team and individually. This year so far has been no exception, with more giving events on the radar benefiting incredible organizations like OneRoof and Habitat for Humanity. For me personally, giving back is truly rewarding and seeing that desire reflected so authentically by our team is a gift and privilege.  

Here's to a new season ahead, with so much to celebrate and be proud of together. Thanks for all you do. More to come… 

Carl