How the Stanley Tumbler became so popular

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She started lusting after him after seeing social media posts by Kristin John and Emilie Kiser, two influencers who post about motherhood. But every time Stanley restocks the cup, it runs out, she said.

Released every few months in batches that vary in quantity, the tumbler has been listed for up to $100 on the resale site posh mark. About 110,000 people have signed up to be notified by Stanley when it is back in stock, said Terence Reilly, Stanley’s global president, who added that sales of the product were up 275% in 2021 compared to 2020.

But just over two years ago, at the end of 2019, Stanley stopped restocking the Quencher on its website. Although still available for purchase elsewhere, “it was not a priority from a production and marketing perspective” by the brand, Mr. Reilly said.

His return to the Stanley website in early 2020 is largely due to three women: Ashlee LeSueur, 42, who lives in Carlsbad, Calif.; Taylor Cannon, 34, who lives in Purchase, NY; and Linley Hutchinson, 36, who lives in Alpine, Utah.

Ms. LeSueur and Ms. Cannon, who are sisters, and Ms. Hutchinson, their cousin, run The buying guidean e-commerce blog and an Instagram account, where the Quencher cup was among the first products presented, in November 2017.

“Every time we linked it, it sold out so quickly,” Ms. LeSueur said. “We got so many pictures of teachers all having them in their classrooms and nurses’ stations with cups overflowing with different colors, and we knew we were on to something.”

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