Influencer, fitness guru, fashion designer and entrepreneur Tammy Hembrow (pictured right) is, by now, quite used to her fashion collections selling out.
But surely even she was surprised to learn that her first children's clothing line called Saski Mini sold out in just two minutes when it launched yesterday.
Hembrow's first unisex collection, made up of a range of tracksuits that match the Mini line, also sold out.
The range of matching tracksuits, which come in a range of eight colours for kids aged one to four and in XS-XL for adults, represent the influencer's first foray into designing clothes for kids and for men (though women certainly snapped up the unisex range too).
Saski general manager Isabella Laws says the demand for the range even took her by surprise.
"It was our biggest drop to date, and within two minutes we had completely sold out," says Laws.
"We had orders from all around the world, but the demand was biggest in Australia."
According to Tammy, the collection was primarily inspired by her two kids, Wolf and Saskia.
"We got so many messages asking if we'd be making matching Saski sets for children, and I love matching with my kids, so it made sense to start working on a Saski MINI line," says Tammy.
"I've always wanted to design a children's range, so this is a dream come true. It's also Saski's first range that males can wear, and it's been refreshing to see the amount of positive feedback we've had."
Not one to shy away from cutting-edge social media marketing Tammy enlisted the help of the sixth most followed person on social media platform TikTok to promote the range.
Addison Rae Easterling and her mum Sheri Easterling donned Saski's unisex tracksuits to perform a dance on the platform, pushing Tammy's designs to a cumulative follower count of more than 40 million accounts.
"TikTok has more than 800 million active users in more than 141 countries around the world, and now with the enforced isolation courtesy of COVID-19 there will be more people on it more often, so it is a marketing tool that cannot be ignored," she says.
"One of our main goals this year was to make an impact on TikTok as it opens up a whole new market for us with both influencers and younger audiences.
"It works hand in hand with astute influencer seeding as people have to wear clothes in their video and in today's climate, it makes sense to wear activewear."
Hembrow's latest success is the icing on the cake for the young entrepreneur who has managed to make the most of social distancing with her massive social media reach.
Her fitness app, Tammy Fit, has been performed well during the pandemic; the downloads of the app hit 37,000 in April representing a 107 per cent increase on the previous month.
Business News Australia
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