STAHLS’ Enters Into Five-Year Agreement with The University Co-op in Austin to Expand its Licensed Apparel
The program debuted during the University of Texas home football game against Ohio State, contributing to record-breaking Friday and Saturday sales for The University Co-op during the ESPN College GameDay event.
“We are excited to partner with STAHLS’ for our Custom Shop this year,” said Olivia Biagi, VP of Merchandising at The University Co-op. “We continue to find ways to enhance the customer experience with personalization for Longhorns, with every penny of profit going right back to UT students.”
On-Demand Model for Sports Retail
The agreement demonstrates an agile production model for decorated apparel retailers seeking to align inventory with real-time demand. By pairing in-store heat printing kiosks with connected fulfillment, retailers can offer personalized, event-specific merchandise without carrying excess pre-decorated inventory.
“Sports retail moves at the speed of the event,” said Chris Hooks, Director of Sports Licensing at STAHLS’. “This partnership gives the Co-op the products and production tools to respond when fans are ready to buy.”
The integrated workflow allows the store to manage both day-to-day retail operations and high-volume demand spikes surrounding major campus athletic events.
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