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Brand story



Stanno is a dedicated all-round sports brand with a focus on team sports. It offers a wide range of high-quality sportswear, both for teams and individual sports, as well as all sorts of sports equipment. With its two key pillars, ‘Product is king’ and ‘Sport is our passion’, Stanno quickly gathered fame within the (team) sports sector.

Our brand

Stanno was launched in 1990 with the aim of becoming an essential, reliable and natural part of every athlete’s equipment. Stanno started with the introduction of a compact collection of innovative goalkeeper gloves. A specialty that the brand is still known for. The brand quickly started to expand its range. For every new development, the needs of the athlete were key. A high-quality teamwear collection was developed, suitable for various team sports. In addition, the equipment portfolio was slowly but surely built up internationally, along with a refined clothing collection for casual comfort. At every step on new ground, the two powerful key pillars of Stanno were of decisive value. Stanno kept growing and continued to win over new groups of athletes. The first sponsorships appeared on the horizon, in various sports. To this day, it is the specialty of Stanno to provide extensive collections of interest to every kind of athlete, on the one hand, and, on the other, to develop tailored, high-tech products for specific groups of athletes. This winning blend of versatility and innovation is what makes Stanno such a powerful and essential sports brand..  


Mission – What we stand for

Stanno aims to create products that support the athlete’s momentum. For the brand it’s all about defining moments. Stanno strongly believes that everyone, every athlete, regardless of his or her level, can experience true moments of glory.

Our mission is to create essential sports products that support everyone, every athlete, regardless of his or her level, in experiencing moments of glory.


Vision – What we aim for

Stanno connects its products to the decisive moments in sport. A mission that appeals to the imagination. The Stanno vision has an even stronger focus on the future. It’s the dream that makes Stanno take action every day.

To become the first brand in the athlete’s mind when it comes to moments of glory.


Values – What we believe in

Product is king
Stanno aims to transmit the love of sports through products that meet the Stanno design philosophy: Function. Form. Attitude. In that exact order. For Stanno, product is king. The brand is dedicated to create quality every day, driven by a firm belief in the winning connection of versatility and innovation.

Sport is our passion
Sport is in the core of our DNA. The love of sports is reflected in everything we do, from our design philosophy to our development and marketing. It’s our inspiration domain. In sports it is all about momentum. The tipping point where the hard work comes together, the powerful dynamic around a defining moment.




Deventrade Group
Stanno is part of the Deventrade Group: a Dutch family owned business, founded in 1985. The company is specialized in sportswear and operating with the brands Stanno, Reece Australia, Reece Individual, hummel (Benelux) and Derbystar (Holland). Due to the presence in many sports speciality stores and the various sponsorships on the highest level, the Deventrade Group is closely involved in the sports world.


Code of Conduct
The core values of the Deventrade Group are reflected in the Code of Conduct. This code describes the policy of Deventrade as a client and partner of several suppliers. With its mission and vision in mind, Deventrade focuses on three pillars: responsibility, integrity and high ethical standards. The company is committed to safe and fair working conditions and keeps monitoring those closely in the context of corporate social responsibility.