There is excitement around Stanley thermoses, a new luxury item costing over €150.

For several months now, social networks have been full of videos of young Americans, in which the main character, apparently, is thermos, like any other. This new accessory, which has become popular, especially on TikTok, is a specific model of the brand. Stanley 1913 Stanley 40 oz extinguisher (1.18 L), famous for its Bright colors, carry handle and shape to fit in your car cup holderhas become a necessity for American women, and the rage is already beginning in Europe.

The first unbreakable stainless steel bottle appeared 100 years ago when William Stanley Jr. created it for construction workers who needed an insulated and durable container. Additionally, due to its resilience, it began to be used by the military after World War II, but it is also a popular product for truckers, hunters, fishermen, and hikers.

In 2016, the brand specializing in steel flasks released the Stanley Quencher. a new concept that opens your market to a female audience, but it was not very successful. Even three years later they have stopped restocking and selling this model.

Global phenomenon

The Stanley brand image was popularized by the founders Buying Guide, an online shopping blog and Instagram account created in 2017 by Ashley LeSueur, Linley, Hutchinson and Taylor Cannon. The second Buy Guide Instagram post featured a picture of a 40-ounce Stanley Quencher along with short text: “Of all the insulated glasses… this one is the only one. Just trust.”

Finding the Extinguisher was becoming increasingly difficult. After a Stanley employee commented on The Buy Guide’s experience at a management meeting, the brand invited three girls to place a bulk order of a minimum quantity of 10,000 mugs to resell and see how well they were received. Buy Guide sold out of its first 5,000 mugs in about four days and took an hour to sell the remaining 5,000.

Soon after, they appointed a new president, Terence Reillywho was previously responsible for marketing Crocs, a famous brand of rubber clogs that has spread throughout the world with a variety of models and colors. Reilly took a similar strategy with the Stanley Quencher, both in the product itself, as it is available in more than 100 colors, and in the way it is marketed through social media, influencers, celebrities and collaborations with other brands such as Starbucks.

Fashion accessory

The brand has not only developed over 100 colors, but also has several special editions, modifications and even accessories for this thermos – from key chains to bottle caps. Special collections such as the Christmas or Valentine’s Day collections had original prices of $20 to $45, but they sold out in seconds and were resold on pages like eBay or Mercari for over $100 each. In the USA, queues and camps formed for purchases a special Valentine’s Day edition that resold for $200 and $300.

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According to CNBC, it reached $94 million in 2020; in 2021 – 194 million; in 2022 – 402 million; and last year it closed with almost 750 million. In addition, it ensures that the brand Already sold over 10 million Stanley Quenchers.

Stanley’s flagship product has evolved from a simple thermos to become the most coveted fashion accessory among consumers.

Fashion came to Spain a little later, but its sale through Amazon is already becoming popular. The most expensive model is the purple Stanley Quencher H2.0 FlowState Tumbler 40oz (1.18 l) Orchid. 150.69 euros plus almost 20 euros shipping costs. and it is currently sold out in Spain.

Fire resistant

Social media, unknowingly, has always helped Stanley stay in a good position. One of the most viral videos was published in November 2023 by an American woman named Danielle, who showed what her car looked like, completely burned out, except Stanley mug, which was between the seats and was not damaged after the fire. The video went viral and was viewed by 100 million people. Considering this situation, the CEO of the company, Terence Reilly replied on TikTok offering him, in addition to the new Stanley Quencher, also a new car.

“Frankly, the consumer has taken over in places like TikTok, where we have 700 million #StanleyTumbler views on TikTok. All videos and content on TikTok are created by users. So really It is the consumer who connects with our brand through social networks. and that just puts it over the top,” Matt Navarro, Stanley’s vice president of global sales, explained to Retail Dive.

The Stanley Quencher continues to sell, and not only that, consumers create large collections: every time a new color, new print or special edition comes out, collectors are the first to try to get it and thus have the perfect model for everyone. occasion.