The history of RTIC is marked by its founding principle of providing high-quality outdoor gear at accessible prices, directly challenging established premium brands in the market.
The Genesis: A Vision for Value
RTIC was founded in 2014 in Katy, Texas, by brothers John and Jim Jacobsen. Their foundational belief was that high-quality coolers, and eventually a broader range of outdoor gear, shouldn't demand an entire paycheck. This vision aimed to disrupt a market where high-performance outdoor products were often synonymous with premium price tags.
From its inception, RTIC adopted a direct-to-consumer business model, which allowed them to bypass traditional retail markups. This strategic approach was central to their ability to offer durable, high-performing products at significantly lower prices than competitors. The company quickly gained traction among consumers seeking the ruggedness and ice retention of high-end coolers without the associated cost.
Challenging the Status Quo: Early Products and Market Impact
RTIC's initial product lineup focused on roto-molded coolers, renowned for their robust construction and superior insulation properties. These coolers were designed to offer comparable performance to leading brands, often leading to them being dubbed "YETI killers" by consumers and the media. This positioning as a value-driven alternative resonated strongly, quickly establishing RTIC as a formidable presence in the outdoor cooler market.
Their impact on the market was significant:
- Increased Competition: RTIC forced other brands to re-evaluate their pricing and product strategies.
- Consumer Choice: They empowered consumers with more affordable options for durable outdoor gear.
- Performance at a Price: Proved that high performance didn't necessarily require a premium price tag.
Navigating Challenges: The YETI Lawsuit
A notable chapter in RTIC's history involved a trademark and patent infringement lawsuit filed by YETI in 2015. YETI alleged that RTIC's products too closely mimicked their designs. This legal battle was a significant challenge for the young company.
The lawsuit was ultimately settled out of court in 2017. As part of the settlement, RTIC agreed to redesign its cooler products. This period, while challenging, demonstrated RTIC's resilience and commitment to continuing its mission. Following the settlement, RTIC launched redesigned coolers and expanded its product range, signaling its evolution beyond direct aesthetic comparisons.
Expansion and Evolution: Beyond Coolers
Post-settlement, RTIC diversified its offerings substantially. Today, the small, experienced team that began with a focus on coolers has applied its good sense for value to a whole range of durable outdoor gear. This expansion includes:
- Drinkware: Tumblers, bottles, and jugs designed for temperature retention.
- Bags and Backpacks: Soft coolers, daypacks, and waterproof bags.
- Outdoor Apparel: T-shirts, hats, and other gear for adventurers.
- Camping Gear: Tents, chairs, and other accessories.
This strategic expansion allowed RTIC to grow from primarily a cooler company into a comprehensive outdoor lifestyle brand, maintaining its core commitment to affordability and quality across all product categories.
Key Milestones in RTIC's History
| Year | Event | Significance |
|---|---|---|
| 2014 | Founded in Katy, Texas | Established with a mission for affordable, high-quality outdoor gear. |
| 2015 | Lawsuit filed by YETI | Significant legal challenge, highlighting market disruption. |
| 2017 | YETI lawsuit settled | Led to product redesigns and brand evolution. |
| 2017-Present | Expanded Product Line | Diversification into drinkware, bags, apparel, and more. |
| Today | Leading Value Brand | Recognized as a major player offering durable outdoor gear for discerning consumers. |
RTIC Today: A Leader in Accessible Outdoor Gear
RTIC has solidified its position as a leading brand for accessible outdoor gear. It continues to cater to "smart people who know a great deal when they see one," offering durable, functional, and aesthetically pleasing products at competitive prices. The company's ongoing success is a testament to its original vision: making quality outdoor adventures attainable for a broader audience. RTIC continues to innovate and expand its product lines, always staying true to its founding principle of value without compromise.
