May 25, 2020
About a year ago, Samira Far launched Beverly Hills, California-based No. 2, a manufacturer and marketer of environmentally-friendly toilet paper. Made entirely from bamboo, in plastic-free packaging and covered in recycled paper sporting attractive prints, the product seemed to be selling steadily.
Then the COVID-19 crisis hit, a national toilet paper frenzy set in—and demand went through the roof, Forbes reports.
How did it happen? Consumers unable to find TP on store shelves started desperately searching the Internet for alternatives. In the process, they stumbled upon No. 2, which is sold on the company’s website and through Amazon at a price of $39 for a carton of 24 rolls.
“The high demand for toilet paper gave us a lot more exposure,” says Far. (Fun fact. Americans consume 20% of the world’s toilet paper).
For the first month or so, Far was able to fill subscribers’ orders. (The company has a subscription model, through which customers order on a schedule of anywhere from weekly to every three months). But demand peaked in the middle of March and, by the end of the month, she completely sold out—a 5,200% increase on Amazon.
Far is now taking pre-orders and expects to be back in stock later this month or early May. She’s ramping up production eight times more than usual. To stop consumers from going wild, the web site asks them to, “Please order responsibly”.
Research contact: @Forbes