Yeti breaks out of the cooler with new products

AUSTIN - Yeti is branching out from the insulated coolers and drinkware that made it a household name.

The Austin-based company unveiled new products Thursday evening, including a heavy-duty bucket and a duffle bag that can be submerged in water while keeping its contents dry.

Employees said these products were a natural next step for the company. Consumers may envision Yeti as a cooler company, but its focus has been on creating durable outdoor products that align with their passions.

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"Internally, it's never been about coolers," said Bill Neff, Yeti's marketing director. "It's always been about, kind of, this restless spirit of adventure and being outside. And so now being able to potentially break down some walls of people's perceptions of us as a brand, I think is very exciting."

Alex Baires, category manager for YETI soft sided products, unveils a Panga duffel during a product unveiling party at the YETI signature store on Thursday, June 29, 2017, in Austin. Alex Baires, category manager for YETI soft sided products, unveils a Panga duffel during a product unveiling party at the YETI signature store on Thursday, June 29, 2017, in Austin. Photo: Brett Coomer, Houston Chronicle Photo: Brett Coomer, Houston Chronicle Image 1 of / 45 Caption Close Yeti breaks out of the cooler with new products 1 / 45 Back to Gallery

The new products were announced at Yeti's retail store on South Congress Avenue that opened in February with a backyard barbecue pit from the owner of Franklin Barbecue and a 750-pound mounted brown bear.

On Thursday, the store's fishing boat and pickup truck display, used by shoppers to see how coolers will fit in their own boats or trucks, were showcasing the duffel bags and buckets.

The duffel bags were inspired by customer feedback, said Alex Baires, category manager for Yeti's soft-sided line of products. Customers had been using Yeti's soft-sided coolers to keep gear dry.

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The Panga, a waterproof, submersible duffel bag, with an airtight seal and puncture-resistant exterior can also be carried on the back. The duffel comes in three sizes – 50, 75 and 100 liters – and will cost about $300, $350 and $400, respectively.

Dennis Zuck, category manager for Yeti's hard goods, said the LoadOut Bucket surfaced as employees were looking for products they could improve.

"That kind of household tool that you had and you threw away and wasn't great at anything," he said, "it became great at a handful things."

He said these buckets can be tied down to a boat or truck. They don't get stuck together when stacked. The handle can hold 300 pounds, and the bucket itself can be flipped over to support a 300-pound person.

Yeti also will sell accessories for the bucket. A utility gear belt for tools or tackle can be attached to the outside, and a tray caddy with three compartments can be put inside for organization. A transparent, water-tight lid also is available.

The bucket and gear belt cost about $40 each; the caddy costs about $20; and the lid costs about $30. The duffel bag and bucket will be available this summer or early fall.