YETI Holdings, Inc. (YETI) Business

Item 1. Business

Overview

Headquartered in Austin, Texas, YETI is a global designer, retailer, and distributor of innovative outdoor products. From coolers and drinkware to bags and apparel, YETI products are built to meet the unique and varying needs of diverse outdoor pursuits, whether in the remote wilderness, at the beach, or anywhere life takes you. By consistently delivering high-performing, exceptional products, we have built a strong following of brand loyalists throughout the world, ranging from serious outdoor enthusiasts to individuals who simply value products of uncompromising quality and design. We have an unwavering commitment to outdoor and recreation communities, and we are relentless in our pursuit of building superior products for people to confidently enjoy life outdoors and beyond.

We were founded in 2006 by avid outdoorsmen, Roy and Ryan Seiders, who were frustrated with equipment that could not keep pace with their interests in hunting and fishing. By utilizing forward-thinking designs and advanced manufacturing techniques, they developed a nearly indestructible hard cooler with superior ice retention. Our original hard cooler not only delivered exceptional performance, it anchored an authentic, passionate, and durable bond among customers and our company.

Our principal corporate offices are located in Austin, Texas. Unless the context requires otherwise, references to “YETI,” the “Company,” “we,” “us,” and “our” used herein refer to YETI Holdings, Inc. and its consolidated subsidiaries.

We have a 52- or 53-week fiscal year that ends on the Saturday closest in proximity to December 31, such that each quarterly period will be 13 weeks in length, except during a 53-week year when the fourth quarter will be 14 weeks. Our fiscal year ended January 3, 2026 (“2025”) was 53 weeks. Our fiscal years ended December 28, 2024 (“2024”) and December 30, 2023 (“2023”) were 52 weeks each. Unless otherwise stated, references to particular years, quarters, months and periods refer to our fiscal years ended in December and the associated quarters, months, and periods of those fiscal years.

Our Products

Our product portfolio consists of three categories: Coolers & Equipment; Drinkware; and Other. We have a history of consistently broadening our high-performance, premium-priced product portfolio to meet our expanding customer base and their evolving pursuits. Our culture of innovation and success in identifying customer needs and wants drives our robust product roadmap. In 2025, net sales of Coolers & Equipment, Drinkware, and Other represented 40%, 58%, and 2% of net sales, respectively. Refer to Note 3 of the Notes to Consolidated Financial Statements for net sales by product category.

Coolers & Equipment

Our Coolers & Equipment category consists of seven platforms: hard coolers, soft cooler bags, everyday bags, travel bags, pursuit bags, cargo and storage, and outdoor living.

Hard Coolers. Our hard coolers are built with seamless rotomolded construction or injection molding construction, making them nearly indestructible. For superior ice retention, we pressure-inject up to two inches of commercial-grade polyurethane foam into the walls and lid and utilize a freezer-quality gasket to seal the lid. In 2025, we introduced the redesigned Roadie 24 within our Roadie cooler family. Our hard cooler platform includes the YETI Tundra, YETI Roadie, YETI V Series hard coolers, YETI TANK ice bucket, and YETI Silo 6G water cooler. Related accessories include locks, dry baskets, beverage holders, and dividers.

Soft Cooler Bags. Our soft cooler bags platform consists of our Hopper Collection and Daytrip Collection of soft cooler bags. The Hopper Collection is our line of soft cooler bags designed to be leakproof and provide superior durability and ice retention compared to ordinary soft cooler bags. The Hopper Collection includes the M15 Soft Cooler, M12 Soft Backpack Cooler, M30 Soft Cooler, M20 Backpack Cooler, and the Flip Soft Cooler. The Daytrip Collection is built for all-day use and consists of ultra-portable insulated soft cooler bags. In 2025, we expanded our Daytrip Collection with the launch of the Lunchboxes in two sizes, Lunch Bag, and Tote Bag.

Bags. Our bags offerings span three platforms covering everyday, travel, and pursuit bags. These offerings include the Panga Collection of waterproof duffel bags and backpacks, Crossroads Collection of backpacks, duffel bags, luggage, and packing cubes, Camino Carryall, and SideKick Dry gear case. In 2025, we expanded our bags offerings with the new Cayo Collection of all-weather backpacks in three sizes and Ranchero Collection of backpacks in four sizes.

Cargo and Storage. We offer a range of cargo and storage solutions including: the LoadOut GoBox in multiple sizes, LoadOut Bucket, and LoadOut Swivel Seat. In 2025, we also expanded our cargo offerings with the smaller format LoadOut GoBox.

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Outdoor Living. Our outdoor living platform includes the Trailhead Camp Chair, Lowlands Blanket, and Boomer Dog Bowls. In 2025, we also expanded our outdoor living offerings with the new Hondo Beach Chair, a limited release of the Can Crusher, and the YETI Fire Pit.

Drinkware

Our Drinkware category consists of four platforms: bottles and jugs, cups, mugs, and tumblers, tableware, coffeeware, barware, and containers, and cookware. Most of our Drinkware products are made with durable, kitchen-grade, 18/8 stainless-steel, double-wall vacuum insulation, and our innovative No Sweat design. The result is high-performing drinkware products that keep beverages at their preferred temperature—whether hot or cold—for hours at a time without condensation.

Bottles and Jugs. Our bottles and jugs platform includes the Rambler Collection of bottles and jugs, Yonder Collection of water bottles and shaker bottles, and Silo Collection of jugs. In 2025, we expanded this platform with the launch of the Rambler Travel Bottle in three sizes, Yonder Shaker Bottle in two sizes, Silo Jug with Straw Cap in two sizes, Silo Jug with Chug Cap, and introduced the redesigned Rambler Jug in two sizes.

Cups, Mugs, and Tumblers. Our cups, mugs, and tumblers platform includes the Rambler Collection of Stackable Pints, Mugs, Tumblers, and Cups. In 2025, we expanded this platform with the launch of the Rambler Travel Straw Mug in three sizes and Rambler Junior Tumbler with Silicone Straw.

Tableware, Coffeeware, Barware, and Containers. Our tableware, coffeeware, barware, and containers platform offers a broad range of Rambler products, including Insulated Bowls and Food Jars, ceramic-lined Mugs and Stackable Cups, French Presses, Pitchers, Wine Chillers, Wine Tumblers, the Beverage Bucket, Colsters, and the Cocktail Shaker. In 2025, we expanded this platform with the launch of the Rambler Insulated Bowls in six sizes, Rambler Food Jars in three sizes, YETI Food Storage containers in three sizes, Rambler Ceramic Mug in two sizes, and a new size of the Rambler Ceramic Stackable Cup.

Cookware. Our cookware platform launched in 2024 with the introduction of our Cast Iron Skillet in three sizes. In 2025, we expanded this platform with the launch of a new size of our Cast Iron Skillet, the new Cast Iron Ranch Pan, and a limited release of the new Carbon Steel Pan.

Other

Our Other category consists of two platforms: apparel and other. Apparel offers an array of hats, shirts and sweatshirts, while other includes ice substitutes and other YETI branded products.

Segment Information

We operate as one reportable operating segment.

Sales Channels

We offer our products in the United States, Canada, Australia, New Zealand, the United Kingdom, Europe, and Japan, among others, through a diverse omni-channel strategy, comprised of our wholesale and our direct-to-consumer (“DTC”) channels. In 2025 and 2024, our DTC channel accounted for 60% and 59% of our net sales, respectively, and our wholesale channel accounted for 40% and 41% of our net sales, respectively. As part of our commitment to premium positioning, we maintain supply discipline, primarily sell through one-step distribution, and partner with retailers who agree to follow our terms and conditions, including compliance with our pricing policies where markets allow.

In our wholesale channel, we sell to several large retailers in the United States, including Dick’s Sporting Goods, REI, Academy Sports + Outdoors, Bass Pro Shops, Ace Hardware, Scheels, and Tractor Supply Company, and an assemblage of independent retail partners throughout the United States, Canada, Australia, New Zealand, the United Kingdom, Europe, and Japan, among others. In our international regions, our notable retailers include FGL Sports and SportChek in Canada, BCF and Rebel in Australia, and GO Outdoors in the United Kingdom. We carefully evaluate and select retail partners that have an image and approach that are consistent with our premium brand and pricing, while also seeking new retail partners that create access to unique shopping experiences or customer bases. We offer customized products with licensed marks to certain wholesale partners. Our network of independent retail partners includes outdoor specialty, hardware, sporting goods, and farm and ranch supply stores, among others. As of January 3, 2026, we sold through a diverse base of approximately 5,300 retail partners worldwide. No single customer accounted for 10% or more of our gross sales in 2025.

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We sell our products in our DTC channel to customers on our websites, through YETI Authorized on the Amazon Marketplace, as well as in our retail stores. Additionally, we offer customized products with licensed marks and original artwork primarily to our DTC channel, through our corporate sales program, on our websites, and at select retail stores. Our corporate sales program offers customized products to corporate customers for a wide-range of events and activities, and in certain instances may also offer products to re-sell. Additionally, we sell our full line of products at our retail stores. Our DTC channel enables us to directly interact with our customers, more effectively deliver our brand experience, better understand consumer behavior and preferences, and offer exclusive products, content, and customization capabilities. We believe our control over our DTC channel provides our customers the highest level of brand engagement and further builds customer loyalty.

Our Market

Our premium products are designed for use in a wide variety of activities, from professional to recreational and outdoor to indoor, and can be used year round. As a result, the markets we serve are broad as well as deep, including, for example, outdoor, housewares, home and garden, outdoor living, industrial, and commercial.

Our net sales in the United States accounted for approximately 79% of our net sales for 2025, while our international sales represented 21% of our 2025 net sales. We continue to expand internationally and grow our presence in Canada, Australia, New Zealand, Asia, the United Kingdom, and Europe, among other countries and regions. We are expanding internationally by focusing on brand awareness, wholesale expansion, and our DTC channel. We believe there are meaningful growth opportunities in expanding into additional international markets, such as Asia, as many of the market dynamics and premium, performance-based consumer needs that we have successfully identified in the United States are also valued in these markets.

Product Design and Development

We design and develop our products to provide superior performance and functionality in a variety of environments. Our products are carefully designed and rigorously tested to maximize performance while minimizing complexity, allowing us to deliver highly functional products with simple, clean, and distinct designs.

We expand our existing product families and enter new product categories by designing solutions grounded in consumer insights and relevant product knowledge. We use high-quality materials, advanced design and manufacturing processes, and leverage strategic acquisitions to create premium products that redefine consumer expectations and deliver best-in-class product performance. We continue to expand our product lines by introducing anchor products, followed by product expansions, such as additional sizes and colorways, and then offering corresponding accessories.

To ensure our continued success in bringing category-redefining products to market, our marketing and product development teams collaborate to identify consumer needs and wants to drive our robust product roadmap. We use our purpose-built, state-of-the-art research and development centers to generate design prototypes and test performance. We follow a disciplined, stage-gate product development process that is designed to provide consistent quality control while optimizing speed-to-market. We collaborate with our YETI Ambassadors, a diverse group of people throughout the world, comprised of elite anglers, hunters, rodeo cowboys, chefs, barbecue pitmasters, surfers, brewmasters, fitness experts, skateboarders, and outdoor adventurers who embody our brand, and industry professionals to test our prototypes and provide feedback that is incorporated into final product designs. Once we approve the final design and specifications of a new product, we partner with global suppliers and specialized manufacturers to produce our products according to our exacting performance and quality standards.

Marketing

We employ a wide range of marketing tactics and outlets to cultivate our relationships with experts, serious enthusiasts, and everyday consumers. We use a combination of traditional, digital, and social media, and grass-roots initiatives, as well as original short films and high-quality content on YETI websites.

Supply Chain and Quality Assurance

We manage a global supply chain of highly qualified, third-party manufacturing and logistics partners to produce and distribute our products. The primary raw materials and components used by our manufacturing partners include polyethylene, polyurethane foam, stainless-steel, polyester fabric, zippers, magnets, and other plastic materials and coatings. We believe these materials are readily available from multiple vendors. We stipulate approved suppliers and control the specifications for key raw materials used in our products. We do not directly source significant amounts of these raw materials and components.

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We do not own or operate any manufacturing facilities. We match sourcing partnerships to deliver flexibility and scalability to support multiple product introductions and evolving channel strategies. Our global supply chain management team researches materials and equipment, qualifies raw material suppliers, vets potential manufacturing partners for advanced production and quality assurance processes, directs our production planning, approves and manages product purchasing plans, and oversees product transportation. Additionally, we work closely with our manufacturing partners regarding product quality and manufacturing process efficiency.

Many of our core products are manufactured in China, Thailand, Malaysia, Vietnam, the Philippines, Mexico, and Poland. We regularly evaluate the performance and capacity at our manufacturing partners’ facilities. We hold our manufacturers to rigorous quality and product conformance standards through frequent involvement and regular product inspecting. We own the molds and tooling used in the production of our products, create and provide the specifications for our products, and work closely with our manufacturing partners to improve production yields and efficiency. Our manufacturers do not have unique skills, technologies, processes, or intellectual property that prevent us from migrating to other manufacturing partners.

To ensure consistent product quality, we provide detailed specifications for our products and inspect finished goods both at our manufacturing partners as well as periodically upon delivery to our third-party logistics partners. As part of our quality assurance program, we have developed and implemented comprehensive product inspection and facility oversight processes that are performed by our employees and third-party service providers who work closely with our suppliers to assist them in meeting our quality standards, as well as improving their production yields and throughput.

Distribution and Inventory Management

We utilize global third-party logistics providers to warehouse and distribute finished products from our distribution facilities in Memphis, Tennessee, Salt Lake City, Utah, and Sumner, Washington to support our domestic operations, and in Australia, Canada, the United Kingdom, New Zealand, Japan, and the Netherlands to support our international operations. These logistics providers manage various distribution activities, including product receipt, warehousing, certain limited product inspection activities, and coordinating outbound shipping.

We manage our inventory levels by analyzing product sell-through, forecasting demand, and placing orders with our manufacturers before we receive firm orders from customers to ensure sufficient availability.

Competition

We compete in the large outdoor and recreation market as well as other related markets. Competition in our markets is based on a number of factors, including product quality, performance, durability, styling, and price, as well as brand image and recognition. We believe that we have been able to compete successfully on the basis of our brand, superior design capabilities and product development, our DTC capabilities, as well as the breadth of our national, regional, and independent retail partners.

In the Coolers & Equipment category, we compete against established, well-known, and legacy cooler brands, such as Igloo and Coleman, numerous newer brands that have emerged after the popularity of YETI products, such as Stanley and SharkNinja, as well as private label brands. In the Drinkware category, we compete against well-known brands such as HydroFlask, Stanley, Owala, and HydroJug, as well as numerous other brands and retailers that offer competing products.

The outdoor and recreation market is highly fragmented and highly competitive, with low barriers to entry. Our current and potential competitors may be able to develop and market superior products or sell similar products at lower prices. These companies may have competitive advantages, including larger retailer bases, global product distribution, greater financial strength, superior relations with suppliers and manufacturing partners, or larger marketing budgets and brand recognition.

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Seasonality

Historically, we have experienced our highest levels of net sales in the fourth quarter of the year, coinciding with the seasonal holiday shopping season. In 2025, our net sales in the first, second, third, and fourth quarters represented 19%, 24%, 26%, and 31%, respectively, of our total net sales for the year. In 2024, our net sales in the first, second, third, and fourth quarters represented 19%, 25%, 26%, and 30%, respectively, of our total net sales for the year.

Intellectual Property and Brand Protection

We own patents, trademarks, copyrights, and other intellectual property rights that support key aspects of our brand and products. We believe these intellectual property rights, combined with our innovation and distinctive product design, performance, brand name and reputation, provide us with a competitive advantage.

We protect our intellectual property rights in the United States and certain international jurisdictions. All product designs, specifications, and performance characteristics are developed and documented. We then seek intellectual property protection, including applying for patents and registering trademarks and copyrights.

We aggressively pursue and defend our intellectual property rights to protect our distinctive brand, designs, and inventions. We have processes and procedures in place to identify, protect, and optimize our intellectual property assets on a global basis. For example, we have a proactive online marketplace monitoring and seller/listing termination program to disrupt online counterfeit or otherwise infringing offerings. Our experienced legal and brand protection teams initiate claims and litigation to protect our intellectual property assets. For example, we work to shut down websites selling counterfeit products through litigation. We intend to continue to seek intellectual property protection for our new products and enforce our rights against those who infringe on these valuable assets.

Human Capital Resources

At YETI, we have an unwavering commitment to outdoor and recreation communities, and we are relentless in our pursuit of building superior products for people to enjoy life outdoors and beyond. We are proud of our unique company culture, where ideas, innovation, collaboration, and personal development are essential. We believe our brand and culture are central to our success and our ability to attract, develop, motivate, and retain highly skilled talent. We continue to support our voluntary, employee-led resource groups that foster a workplace aligned with our core values, goals, and business practices.

As of January 3, 2026, we employed approximately 1,390 people worldwide, representing twelve countries. Of these, approximately 83% of our workforce was located in the United States. None of our employees are currently covered by a collective bargaining agreement. We have no labor-related work stoppages and believe our relations with our employees are positive and stable.

Compensation and Benefits. We strive to hire, develop and retain top talent. We attract and reward our employees by providing market-competitive compensation, healthcare, retirement benefits, paid time off, bonding leave, as well as mental health, wellness, and financial planning programs.

Communication and Engagement. We actively communicate and listen to employees through multiple internal channels and encourage employees to provide feedback about their experiences through ongoing employee engagement activities, including employee satisfaction surveys. We strive to address feedback in real time and provide an environment where our employees can have fulfilling careers and be productive, creative, happy, and healthy.

Learning and Development. Consistent with our focus on employee growth and development, we offer employees the opportunity to participate in educational activities and trainings. Additionally, we employ a variety of programs to recognize leadership and other employees who best exemplify our core values.

For more information regarding our programs and practices related to human capital management, please see the “People” section of our 2025 Sustainability Report (“Sustainability Report”), located on our website at www.yeti.com/wild.html. Our Sustainability Report does not constitute part of, and shall not be deemed to be incorporated by reference into, this Annual Report on Form 10-K.

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Compliance with Government Regulations

Our business activities are global and are subject to various federal, state, local, and foreign laws, rules and regulations. For example, substantially all of our import operations are subject to complex trade and customs laws, regulations and tax requirements. In addition, the countries in which our products are manufactured or imported may from time to time impose additional duties, tariffs or other restrictions on our imports or adversely modify existing restrictions. Changes in tax policy or trade regulations, or the imposition of new or increased tariffs on imported products, could have an adverse effect on our business and results of operations. In addition, we are subject to changing regulatory restrictions and requirements, including in the areas of data privacy, information security, sustainability and responses to climate change. Compliance with laws, rules and regulations could harm our current and future business and operations. For additional information, see Part I, Item 1A, “Risk Factors - Risks Related to Our Business, Operations and Industry,” included herein for updates to our risk factors regarding the potential impact of government regulations on our business.

Available Information

We file annual, quarterly and current reports and other documents with the United States Securities and Exchange Commission (the “SEC”) under the Securities Exchange Act of 1934, as amended (the “Exchange Act”). The public can obtain any documents that we file with the SEC at www.sec.gov. We also make available free of charge our Annual Report on Form 10-K, Quarterly Reports on Form 10-Q, Current Reports on Form 8-K and any amendments to those reports filed or furnished pursuant to Section 13(a) or 15(d) of the Exchange Act as soon as reasonably practicable after filing such materials with, or furnishing such materials to, the SEC, on or through our website, www.YETI.com. We are not including the information contained on, or accessible through, any website as a part of, or incorporating it by reference into, this Report, unless expressly noted.