In a nutshell
A celebration of the brand's range along with a focus on customisation in a generous and flexible premium space. The store reflects the importance of D2C, speaking to fans, outdoorsfolk and gifters.
In their words
“There’s no wilder place than New York City. And whether it’s taking the subway with our drinkware, heading Upstate with our luggage or trekking East to the beaches with our coolers, New Yorkers have always been major fans of Yeti,” Yeti Chief Marketing Officer Paulie Dery said in a statement. “Finally, we have a basecamp in the region where locals can gear up and plan their next adventure.”
Brand Background
Yeti, founded in 2006 by Roy and Ryan Seiders, began as a manufacturer of high-end coolers and has since expanded into a broader outdoor lifestyle brand. The company's initial product, rotomolded coolers, gained recognition for superior ice retention and durability compared to traditional options. Yeti has subsequently diversified its product line to include drinkware, bags, and outdoor living accessories. The brand's marketing emphasizes authenticity and often features outdoor enthusiasts and professionals who use Yeti products in challenging environments. This approach has helped Yeti cultivate a customer base willing to pay premium prices for its products. The company's move into brick-and-mortar retail, including its New York flagship, reflects its strategy to create immersive brand experiences for customers.
Visit Field notes
This flagship store (at over 6,000 square feet, 600 square meters) ticks all of the boxes for a contemporary store. Generous windows, extended ranges of colours and sizes, store-exclusive merch and a nod to NYC. In addition we have extensive customisation (from in-store engraving and embossing to the "garage" where you can personalise your Tundra coolers, to custom orders to discuss and initiate in store and collect next day), plus recycling and event space and efficient gift-wrapping. A celebration of the brand along with a flexible set of services so that a visit is not a one-off.
Note how the customisation options are multichannel and extensive. The store also offers private hire so you can 'throw a party' in the store...
Nestled alongside Eatly Flatiron and the Lego store, this is going to be a high-visibility location for families, fans and nearby workers alike.
Checkout
- Every product in every colour and size
- Store-exclusive products
- Customisation station, covering single-family and bulk weapon's grade guarding
- Entensitve customisation machines (later etching) available same day up to 72 hours ahead.
Other Reading
Launch review on Retail Dive - https://www.retaildive.com/news/yeti-opens-first-new-york-store/712561/
Review https://flatironnomad.nyc/2024/04/10/new-neighbor-yeti/
Store page - https://www.yeti.com/new-york-city-store.html
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