STABIL, a Biddeford company, couldn’t have picked a better home state. With the highest average age in the country, combined with a long, snowy winter, falling is a common injury. It may be the perfect climate for STABIL’s products: traction wear that attaches to street shoes.The company, which has 18 employees and is part of […]
STABIL, a Biddeford company, couldn't have picked a better home state. With the highest average age in the country, combined with a long, snowy winter, falling is a common injury. It may be the perfect climate for STABIL's products: traction wear that attaches to street shoes.
The company, which has 18 employees and is part of 32North Corp., has been cranking out tens of thousands of cleated “STABILicers” for more than two decades. What started as a commercial safety product in 1991 has expanded into the retail consumer world. Now, 60% of its products head to stores, including national retailers like L.L.Bean, Cabela's and REI, as well as Reny's and Lamey Wellehan.
“When you're looking outside and it's really snowy and awful, if you're a runner or just want to go for a walk, we're going to give you the solution,” said STABIL President John Milburn.
Mainebiz caught up with Milburn in Salt Lake City, where the STABIL team had a booth at the Outdoor Retailer Winter Market, where 1,000 vendors showed off wares to 22,000 attendees.
Better known as the Winter OR, the mammoth expo has been an annual stop for the small company for 10 years. There may not be a lot of business written here, said Milburn, but it's a crucial event for customer relations.
STABIL claims to have the only traction product manufactured in the United States.
Imported products are sold by Yaktrax and ICEtrekkers, both of which are part of Durham, N.C.-based Implus Corp., as well as Flagstaff, Ariz.-based Kahtoola and Vancouver, B.C.-based Hillsound.
STABIL was founded in New Brunswick, Canada, but is now based at 16 Pomerleau St. in Biddeford.
Keeping production in Maine means STABIL is able to fulfill orders nimbly, said Milburn, a Cape Elizabeth resident. “We really encourage our retailers to learn that they can buy product from us at any time. We turn out orders really quickly.”
They might have to. Last year at this time, stores were selling out.
“STABILicers have been a huge customer favorite for years and they sell very well for us, especially during winters like the one we are having this year,” said Mac McKeever, senior public relations representative for L.L.Bean.
Expanding from its original black Maxx overshoe, STABIL now produces a dozen similar products that cater to runners, hikers and walkers. They're sold in pink, red, blue and orange. The company also makes overshoes for golf, Insta Golf.
Yet traction for winter storms is the company's mainstay.
“The more snow we get, the more business we do,” said Neil Boorjian, sales and customer service manager. “Big storms spark people to buy food, gas, oil and ice cleats.”
