She began to yearn for it after seeing social media posts from Kristin Johns and Emilie Kiser, both influencers who post about motherhood. But every time Stanley has the cup back in stock, it’s sold out, she said.
The tumbler is released every few months in batches that vary in quantity and retails for as much as $100 on the resale site Poshmark. About 110,000 people have signed up to be notified by Stanley when it’s back in stock, said Terence Reilly, Stanley’s global president, adding that sales of the product are up 275 percent in 2021 compared to 2020.
But just over two years ago, in late 2019, Stanley stopped restocking the Quencher on his website. While it’s still on sale elsewhere, “it wasn’t prioritized from a manufacturing and marketing standpoint” by the brand, Mr Reilly said.
The return to Stanley’s website in early 2020 is due in large part to three women: Ashlee LeSueur, 42, who lives in Carlsbad, California; 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, ran The Buy Guide, an e-commerce blog and Instagram account, in November 2017, where the Quencher tumbler was one of the first products they released.
“Every time we paired it, it would sell out so quickly,” said Ms. LeSueur. “We’ve had so many pictures from teachers who have them all in their classrooms and nurses’ stations with cups overflowing in different colors, and we knew we were onto something.”