Yeti Coolers, a wholly owned subsidiary of Yeti Holdings headquartered in Austin, Texas, has announced that it is planning to set up a European office in Amsterdam. It will be headed up by a new managing director of international operations; Kevin Ross, who served most recently as vice president of global product creation for Under Armour. He previously held leadership roles at TaylorMade and Adidas. Yet has already been selling its coolers, drinkware, bags and camping equipment in 20 European countries, starting with a launch in the U.K. in 2019. Yeti’s establishment of a direct presence in Europe followed a settlement reached in early 2020 with Nordisk, a Danish supplier of down products that agreed to stop using its German Yeti brand name for shell garments, renaming them as Nordisk or Red Y, starting with the 2020/21 season, as reported at the time in the Outdoor Industry Compass.

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