YETI and Locally: A Partnership Powering Growth Online and In-Store
Over the past decade, YETI has transformed from a niche cooler brand into a global leader in premium outdoor products, with annual sales exceeding $1.6 billion. A key contributor to this remarkable rise has been YETI’s strategic partnership with Locally, the leading platform connecting online shoppers to in-stock products at nearby stores.
Together, YETI and Locally have created a seamless shopping experience that bridges the gap between online discovery and in-person purchase — a vital connection that continues to fuel YETI’s growth today.
Laying the Foundation for Success
In its early stages, YETI grew primarily through wholesale distribution. However, as customer demand skyrocketed, it became clear that finding YETI products locally could sometimes be a challenge. Shoppers needed a better way to discover what was available near them — and dealers needed more support in connecting with ready-to-buy customers.
YETI partnered with Locally to implement powerful tools like the Store Locator and Product Locator on their website to solve this. These tools allow shoppers to see where specific products are available nearby and even reserve or buy them locally, helping to drive traffic and sales for YETI’s trusted dealer network.
“From the beginning, YETI understood the importance of supporting their wholesale partners while creating a seamless experience for customers,” said Mike Massey, CEO of Locally. “Our partnership has always been about putting shoppers first — by showing them where they can find YETI products locally and empowering dealers with new sales opportunities.”
Redefining the Dealer Model
As YETI’s brand matured, so did its dealer strategy. Rather than focusing on sheer volume, YETI began refining its wholesale model to work more closely with partners that aligned with its premium positioning and customer experience expectations.
Locally’s technology made this evolution easier by giving YETI’s retail partners better tools to capture online-driven foot traffic and compete more effectively. With Locally’s help, YETI created a tighter, more strategic dealer network — one that delivers a consistently exceptional experience, whether online or offline.
Growing Wholesale — and Direct — Together
Importantly, YETI’s investment in building a strong local presence didn’t just boost wholesale. It also laid the foundation for explosive growth in its direct-to-consumer (DTC) business — both online and in its brick-and-mortar stores.
As customers encountered YETI products at local dealers and experienced the brand firsthand, their affinity for the brand deepened. This helped fuel YETI’s successful expansion into its e-commerce site and company-owned stores across the country. Rather than wholesale and direct sales competing, they worked together, each channel reinforcing the other.
This integrated approach allowed YETI to create a thriving, multi-channel business that meets customers wherever they want to shop.
Leveraging Data for Smarter Decisions
Another major advantage of YETI’s partnership with Locally has been access to real-time data and insights. With Locally’s market intelligence tools, YETI can track local demand trends, monitor in-stock rates across retail partners, and better understand where customers are shopping.
This information has helped YETI not only support its dealer network with smarter inventory and merchandising decisions but also optimize its stores and direct sales strategies based on real-world demand.
A Decade of Growth and Innovation
The collaboration between YETI and Locally stands as a powerful example of how brands can build stronger, more resilient businesses by investing in local retail ecosystems. By focusing on delivering the best possible customer experience — whether online, in-store, or somewhere in between — YETI has successfully scaled into a global powerhouse without losing sight of the local connections that helped them get there.
As YETI and Locally continue to innovate, their partnership remains a blueprint for brands looking to grow smarter, faster, and more sustainably in today’s evolving retail landscape.
