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Why YETI Coolers Are So Expensive | So Expensive

Narrator: YETI is known for its expensive coolers

that have become a status symbol in America.

This is their most expensive,

the 82-gallon Tundra 350,

that retails for $1,300.

Since the company was founded in 2006, YETI has become

an iconic brand. And they make a lot more than just coolers.

Drinkware, apparel, and even dog bowls.

But the coolers are what they're best known for.

Like the popular Tundra 35 that retails for $250.

But you can get a comparably-sized cooler from legacy brands

like Coleman and Igloo for around $40.

Why are YETI coolers so expensive?

There are two pretty simple answers:

technology and marketing.

The Austin, Texas-based company was founded

by the Seiders brothers.

Two avid outdoorsmen, who felt there weren't

any coolers on the market that kept their catches,

kills, and beverages cold enough for long enough.

They teamed up with a factory in the Philippines to

create a cooler that they described as indestructible,

with superior ice retention.

Their first cooler hit the market in 2006.

If you were serious about keeping your catches,

kills and brewskies as cold as possible, you needed a YETI.

Fisherman: Whoop.

Don't worry it's a YETI.

Narrator: So, how do they work?

The cooler's shell is made of a common plastic called

polyethylene with a process called rotomolding,

which uses high temperature and low pressure to create

one piece of hollow plastic.

Rotomolding is also used to make kayaks.

The shell is pressure injected with up to three

inches of commercial-grade polyurethane foam.

And that's what keeps your beers, I mean,

that's what keeps your catches and kills cold

for so long.

The coolers feature a full-frame, freezer-quality

gasket that seals around the entire lid

to minimize air exchange.

And I can tell you from experience, they work.

But are they worth the high price tag?

I asked on of those questions on my Facebook profile,

and the responses were mixed.

"Definitely."

"They're heavy AF."

They are heavy.

"No."

"There are cheaper brands that work just as well."

There are some rotomolded YETI competitors

like Orca, OtterBox

and RTIC,

that are slightly cheaper, but still comparably priced.

None of them have been able to create the brand

phenomenon that YETI has seen.

In October of 2018, YETI went public when they

filed an IPO on the New York Stock Exchange.

And the company's market cap is now estimated

at $1.5 billion.

So, how are YETI coolers able to carry that high price tag?

Marketing.

Highly effective marketing. And their campaign

to ramp up the population of YETI nation

is just getting started.

The company recently hired the former head of marketing

for Calvin Klein to be its Chief Marketing Officer.

And the company's effective use of the all-American,

rugged, outdoor lifestyle keeps customers coming

back for more.