Stanley’s Mother’s Day Collection includes its Quenchers, a slim bottle and an ice-flow bottle with flip straw lid. The collection drops online at 10 a.m. EDT Thursday, but is already available at some stores. (Stanley photo),
ACROSS AMERICA — Remember the universal advice of moms everywhere — don’t be a colossal jerk — as you shop for what could be the hottest Mother’s Day gift of 2024, a special Stanley tumbler just for her.
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The near brawls earlier this year as people lost it in Target stores trying to snag Gallentine’s Day Stanley cups was a jarring illustration of the popularity of the tumblers. The company is dropping its exclusive Mother’s Day Collection at 10 a.m. EDT Thursday for online sales.
The collection features a tropical floral design and comes in three colors — Frost Tropic (white), Sorbet Tropic (pink) and Spruce Tropic (blue). The four products in the launch are:
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- The Mother’s Day IceFlow Bottle with Flip Straw Lid: 24 oz., $35
- The Mother’s Day All Day Slim Bottle: 20 oz., $30
- The Mother’s Day Quencher H2.0 FlowState Tumbler: 40 oz., $45
- The Mother’s Day Quencher H2.0 FlowState Tumbler: 30 oz., $35
Stanley’s Mother’s Day cups and bottles are already showing up in retail stores.
One Stanley super fan, TikTok creator @4rayah.sunshine, got the intel from Target, which plans to implement a ticketing system to prevent a repeat of the Galentine’s Day pandemonium.
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There’s a whole cult of people like her, and @4rayah.sunshine has a series of videos to help people plot their strategy in the hunt for the Stanley cup, which at another time might have been a term used only by the National Hockey League teams in competition for the prestigious Stanley Cup trophy.
Stanley tumblers are no less coveted. Some customers have already started their hunt for cups and are camping out at Target and Starbucks locations.
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And some folks are being the kind of people Mom warned against — profiteers who are offering the tumblers on resale sites such as eBay are selling them for $100 or more. A set of all four items in the collection was going for $340.
Stanley also plans to drop an All Day Collection on April 16 that includes the trendy tumblers, but also the brand’s first-ever soft goods collection made with 100 percent recycled polyester.
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Each of the three products in this is available in four colors — rose quartz, fuchsia, black and cream. They include an All Day 40 oz Quencher Carry-All crossbody bag for $40; a 7-2 quart All Day Julienne Mini Cooler for $100; and a 14-8 quart All Day Madeleine Midi Cooler Backpack for $170.
The Stanley Story
With all the hype and frenzy to obtain one of these metal drink cups, you might think they’re brand new. Instead, the Stanley brand has been around longer than today’s target customers’ great-grandfathers, who might have taken the tough insulated cups along on camping trips or outdoor jobs.
They came in one color, a utilitarian green, and none of the Valentine’s Day or other colors released in the limited series through Target and, before that, Starbucks. Stanley knew its customers — outdoorsy, blue-collar men — and the company hummed along comfortably and profitably for years at about $70 million in annual sales, CNBC reported.
The company rolled out the now-prized Quenchers cups with little fanfare in 2016. Sales were average, and some stores stopped stocking them. While Stanley didn’t directly target women, an influencer who stumbled on a Stanley cup and fell in love with it promoted it on The Buy Guide, an e-commerce blog and Instagram page centered on women.
Sales were still tepid, though. Buy Guide cofounder Ashlee LeSueur tried to convince Stanley to continue the Quencher line. The numbers didn’t work, though, and the company instead countered with an offer for The Buy Guide to place a wholesale order and sell directly to its customers.
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The Quenchers sold out in a matter of days. Terence Reilly, the creative force behind the successful Crocs marketing campaigns, came on as Stanley’s president in 2020. He brought The Buy Guide on as a partner in the release of an ever-changing palette of colors for the Stanley cup Quenchers.
The Stanley company’s fortunes quickly changed. Revenues have soared, from $73 million in 2019 to $402 million in 2022, according to CNBC.
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