A.T. Storrs, a leading wholesale supplier to the travel retail industry, is celebrating its 50th anniversary in 2025. The Vancouver, British Columbia company began quite humbly in 1975 — at a kitchen table in Andy Storrs’ Vancouver apartment.
“It was a real mom-and-pop beginning,” says son Ian Storrs, now president of the family business that now employs 40 team members and is based in a 25,000-square-foot facility in British Columbia.
Initially, Andy sold jade jewelry — loose stock — and he became a partner in a jade mine. He pulled his wife, Patricia, into the business in 1977. “The business steadily grew, and we began targeting the souvenir market because it was steady, consistent business,” explains Storrs, who came on board full-time in 2007 and became president in 2012.
Storrs has always been involved with the operation, though. Even as a child he would help in the warehouse and packing orders. “I used to wash jade stones in our backyard and polish them,” he recollects.
Storrs credits the company’s loyal souvenir and tourist industry clients for A.T. Storrs’ longevity. “It’s a tight-knit community,” he says of customers and vendors. “They’re not just people we do business with, they have become great friends over time.”
Cultivating relationships and listening to the souvenirs customers are seeking has led to significant expansion in product offerings during the company’s five decades. From the first jade pieces A.T. Storrs packaged for market appeal to the multiple collections created to capture memories, the company’s success is also due to attractive pieces that capture interest and are fast sellers.
“We try to make it turnkey for customers with quality products that are well-priced and well-packaged,” Storrs says.
Organic and strategic expansion
A.T. Storrs’ selection and all-inclusive retail packages evolved as the business grew an ever-expanding following. Recognizing a demand for artisan souvenirs, in 1991 A.T. Storrs introduced its Wild Pearle line of abalone jewelry. This was the first foray beyond jade.
The kaleidoscope of colors in Wild Pearle’s designs quickly became one of the company’s best-selling jewelry collections. And as with all of its products, A.T. Storrs centers its motifs on styles that reflect the natural world — coastal, wildlife and nature, along with some fashion and inspirational pieces.
“Wild Pearle was a big expansion,” Storrs says of the milestone. Then in 2013, A.T. Storrs acquired North West Laser Design, a custom engraved wood souvenir business.
“We began offering engraved games, gifts, ornaments, photo frames and other souvenirs with namedrop and wildlife images,” Storrs says.
In 2019, A.T. Storrs bought Jackson Pacific, a custom brass ornament company. “We had always admired that business and their products, so when the owner was looking to retire and an opportunity came to acquire the business, it made sense and has turned out well for us,” Storrs says.
“These products are very much aimed at the same customer and provide variety,” he adds.
Now, the company’s product mix also includes the Northwoods collection of boxes, sculptures, keychains, magnets and bookmarks that are handcrafted by artisans using a wood inlaying technique called intarsia.
The Medicine Stone line of jewelry is designed by his mom, Patricia, and integrates semi-precious stones and metals. Each has a description on the back that shares the stone’s properties. Its Hematite products from Alaska Black Diamond are known for their shimmering finish.
What’s next?
“We’re working on a new line of Northern Lights metal jewelry that will launch in March,” says Storrs. “Those will include nicely packaged wildlife and nature-themed products in the colors of the Northern Lights.”
A package deal
A.T. Storrs was an early adopter of attractive packaging and eye-catching displays, before others in the industry were offering such programs, Storrs says. “From the beginning, we started introducing nicer packaging like clamshell boxes,” he relates. “Back then, souvenir jewelry was mostly laid out on the counter. Providing nicer packaging and displays was our competitive advantage.”
Enticing displays help retailers sell A.T. Storrs’ products and enhance their appeal. “That is why we provide displays at no cost, on loan for qualifying orders,” Storrs says.
The company also provides region-specific products tailored to retailers’ locations to maximize sales, acting as a wholesale partner to grow customers’ businesses.
Working with shop owners across the United States and throughout Canada is one of Storrs’ favorite aspects of his role. And during the anniversary year, he and the A.T. Storrs team are looking forward to celebrating their loyal clients.
The company says it plans to host a party at the IGES trade show in Tennessee in November, which is still in the planning stages.
Storrs says, “We are grateful and humbled, and we feel happy the business has been going strong for this long and continues to be successful.”
