Relying on personal experience to inform the design and fabrication process, they initially sold their “Grizzly-proof” coolers by taking their products on the road to fishing and tackle trade shows, and selling through hardware stores and outdoor retailers like Bass Pro Shops. In 2006, the Seiders were frustrated with the mass-produced coolers that would break after a single season of fishing and hunting, so they formed YETI with the stated mission to build the cooler they’d use every day-if it existed. Their authentic and inspirational work has helped YETI grow from a couple of brothers making coolers in Austin, TX, to a massive international brand. In this installment of Made in Frame, we had the opportunity to dive into YETI’s intrepid content team. But beyond the products themselves, YETI has formed a community of customer ambassadors who share their stories and experiences in a range of content from social media to documentary films.
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Of course, their products-rugged coolers, beverage containers, backpacks, and more-were developed by outdoorsmen who inherently understood how to make something that people like them would want to use. There’s no magic formula for creating a wildly successful brand.īut if you look at YETI, it’s obvious that brothers Roy and Ryan Seiders have unlocked the way to carve out a special place in the hearts of their loyal customers.
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