Coors Light | viper

Building a National Retail Apparel Program for STIHL Canada

Client Snapshot

Brand: STIHL Canada
Industry: Outdoor Power Equipment
Project: STIHL OUTFITTERS – Retail Apparel & Accessories Program
Scope: Product development, ecommerce, wholesale distribution, fulfilment

The Challenge

STIHL Canada wanted to extend its brand beyond equipment and into lifestyle apparel — creating a standalone retail clothing and accessory line that reflected the strength, quality, and heritage of the STIHL brand. The program needed to support both direct-to-consumer sales and wholesale distribution across a large, established dealer network.

Key challenges included developing a cohesive product line, managing manufacturing and inventory, creating a dedicated ecommerce presence, and ensuring reliable fulfilment for both individual customers and more than 1,600 authorized STIHL dealers across Canada.

The Strategy

Viper Marketing partnered closely with STIHL Canada to design and execute a fully integrated apparel and accessories program. Our approach focused on creating a retail-ready brand extension that aligned with STIHL’s core values while being scalable, operationally efficient, and commercially viable.

We approached the project as a complete business unit rather than a traditional promotional program — ensuring the products, branding, and infrastructure were built for long-term growth.

The Solution

We developed STIHL OUTFITTERS, a standalone retail apparel and accessories line tailored specifically for the Canadian market. Our team managed the program end-to-end, including:

Product design and development
Manufacturing and quality control
Professional photography and brand assets
Ecommerce website development and management
Warehousing and inventory management
Order processing and national fulfilment
Wholesale distribution to 1,600+ STIHL dealers

The program allowed STIHL to retail products online directly to consumers while also supporting wholesale purchasing through its dealer network — all from a centralized system.

The Results

The STIHL OUTFITTERS program exceeded expectations from launch:

Sales performance was 400% higher than initial projections
5,000+ orders processed annually
Successful rollout across 1,600+ dealers nationwide
Strong consumer adoption of the brand’s lifestyle apparel line
A scalable infrastructure supporting ongoing growth and new product launches

Why It Worked

This project succeeded because we acted as a strategic partner, not just a supplier. By managing product creation, branding, logistics, and fulfilment under one roof, we ensured consistency, reliability, and scalability — allowing STIHL Canada to confidently expand its brand into a new retail category.

Looking to Build a Branded Program Like This?

Whether you’re launching a new branded product line or scaling an existing program, Viper Marketing delivers end-to-end solutions designed to perform.