Welcome to the Fast Company podcast, where we discuss the latest innovations in business. Today, we're diving into Yeti's bold move into the bag industry under CEO Matt Reintjes.

Recently, Yeti acquired the cult bag brand Mystery Ranch, and some skeptics wondered if it meant the end for Mystery Ranch’s unique identity. But Reintjes is clear: “This isn’t just about grabbing something, slapping our brand on it... We think there’s an incredible opportunity to take what Mystery Ranch has created and have the best of both worlds.”

Yeti, known for its coolers, has been gradually building its bag collection since introducing the Panga duffel in 2017. The launch of the Ranchero backpack marks a significant step, blending Yeti's robust outdoor identity with Mystery Ranch’s design expertise. Reintjes emphasizes a “low-and-slow approach” to expansion, ensuring they’re only growing in areas that resonate with their core values.

As Yeti continues to evolve, it seems the company is on a true path to becoming a leading player in outdoor bags. Stay tuned for more updates on how brands like Yeti innovate and redefine themselves!
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