3) Product Innovation

Before the acquisition, Yeti had a strong, loyal customer base for their coolers, but they did not sell many other items. Cortec realized that there was an opportunity to leverage Yeti’s strong brand image in other venues and started planning new launches.

They launched new products like soft coolers, insulated drinkware and other various products. To plan these releases, Yeti formed a sixty-person product development team, constructed an innovation center and streamlined the process of releasing a new product starting at the idea phase.

Yeti also introduced different colorways and customizable items to cater to different user tastes. The brand also licensed its logo to many different colleges across the country to win over college football enthusiasts and diversify its target audience.