US EditionWhy Yeti CEO Matt Reintjes is doubling down on bags
Summary by Fast Company
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Why Yeti CEO Matt Reintjes is doubling down on bags
When outdoor accessories brand Yeti completed its first major acquisition last year, there were skeptics. After its January 2024 purchase of Bozeman, Montana-based cult bag brand Mystery Ranch, many of that brand’s acolytes feared it would disappear, swallowed by its larger new owner. And second, isn’t this a coffee cup and cooler brand? Not exactly. It’s been almost a decade since Yeti first dropped its first Panga duffel in 2017, and since the…
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