YETI ramps up international expansion with European base

YETI Coolers, a favourite brand among anglers, is planning to move into its first European office in Amsterdam, Netherlands, as part of its strategy to become more international.

The cooler and drinkware company is already present in 20 European countries, including Germany, Austria, Switzerland and the UK.

Yeti has also appointed an International Managing Director in Kevin Ross, who was previously VP Global Product Creation at Under Armour. He also spent eight years with Under Dog in the US and held leadership roles at TaylorMade and Adidas.

Yeti was founded in 2006 by brothers Roy and Ryan Seiders and is headquartered in Austin, Texas. The company hit $1.09 billion in sales in 2020.