02 / Company & ownership
Behind the brand.
Brothers Roy and Ryan Seiders founded YETI after finding ordinary coolers inadequate for fishing and hunting. The rotomoulded Tundra established a durability-first brand that later expanded into drinkware, soft coolers and bags.
Sources · previous brand research
- 2006
YETI is founded in Austin.
- 2008
The Tundra hard cooler defines the brand.
- 2014
Rambler drinkware opens a much larger category.



