Photo by William King on Unsplash
YETI Debuts on Fifth Avenue After MYSTERY RANCH Acquisition
April 5, 2024
YETI, the outdoor gear retailer, has officially opened its doors in the heart of Manhattan. Situated at 200 Fifth Avenue in the Flatiron district, the store spans an impressive 6,614 square feet across two floors.
Hailing from Austin, Texas, YETI has made a name for itself with its top-notch coolers, drinkware, and outdoor equipment. Now, New Yorkers can get up close and personal with the brand’s offerings, including customized Rambler Drinkware and Tundra coolers, complemented by an inspiring mural courtesy of Texas artist Jon Fleming.
The historic 200 Fifth Avenue, originally erected in 1909, found new ownership under BXP in 2022. With its 14 stories and sprawling 870,000 square feet, it’s a landmark in its own right. YETI’s arrival not only marks a significant milestone for the brand but also injects fresh energy into the Midtown South retail scene.
Hilary Spann, EVP of the New York Region at BXP, is thrilled about YETI’s presence, citing the strategic location opposite Madison Square Park as a key factor. This move underscores the area’s appeal as a prime destination for retailers and shoppers alike.
Furthermore, earlier this year, YETI also acquired MYSTERY RANCH, a company known for tough backpacks and gear. YETI’s CEO, Matt Reintjes, praised MYSTERY RANCH’s gear, saying it is beloved by outdoor enthusiasts everywhere for its durability.
According to YETI, the “original YETI cooler was born out of frustration and passion” in 2006. Since then, the brand has become a leader in premium outdoor gear for all types of adventurers. MYSTERY RANCH shares this dedication to quality, making them a perfect fit for YETI.
MYSTERY RANCH has a reputation for building tough gear meant to withstand harsh environments. Co-founder Dana Gleason expressed excitement about the partnership, stating that YETI’s values aligned closely with MYSTERY RANCH’s vision.
The acquisition meant MYSTERY RANCH would continue operating from Bozeman, Montana. In the original announcement in January, the brand said it would integrate with YETI while maintaining its commitment to quality and performance.
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