How Yeti built a billion dollar brand turning coolers into a status symbol
Analysts say that when Yeti went public in 2018, investors were initially skeptical consumers would shell out $200 to $1,300 on a cooler. But for the right cooler, it turns out many people would. Yeti brought in about $914 million in 2019 by turning a mundane commoditized item into a status symbol. Here's how Yeti reinvented coolers and drinkware, and turned conventionally cheap and bland product categories into premium collector's items.