ICEMULE Coolers

What ICEMULE Coolers does

ICEMULE Coolers (ICEMULE, LLC) is a privately held, US-based direct-to-consumer brand that designs and sells soft-sided coolers through its own e-commerce storefront at icemule.com. Founded in 2014 and headquartered in Saint Augustine, Florida, the company targets outdoor enthusiasts — beachgoers, kayakers, hikers, campers, and tailgaters — who need portable cold storage without the bulk of traditional hard coolers. The company employs 11-50 people and operates as a single legal entity (LLC) with no disclosed institutional ownership, subsidiaries, or M&A activity.

The product portfolio spans three lines differentiated by capacity and price: the Classic (9L-20L, $79.95-$99.95), the Jaunt (9L-15L, $89.95-$109.95), and the Pro (23L-33L, $134.95-$144.95). All three share the proprietary IM AirValve technology, which enables users to release air to roll the cooler flat for storage and re-inflate it to lock in cold. The coolers are built around thick foam walls and a roll-top seal claimed to deliver 24+ hours of ice retention, a 100% waterproof shell with zero exterior condensation, and padded backpack straps for hands-free transport. The brand has been featured in USA Today, DuJour, Men's Journal, and Travel + Leisure, and surfaces 4,552+ customer reviews on its storefront.

Revenue is generated through one-time hardware sales across the three product lines, distributed exclusively via the company's own e-commerce channel with free shipping on orders over $75. The go-to-market motion is product-led with community-based amplification via an Ambassador Program and organic social presence on Instagram, TikTok, YouTube, and Facebook. A secondary Corporate Gifting program addresses B2B bulk orders, and a GOVX partnership offers verified discounts to military and educator buyers. The company has raised $1,750,000 in a single disclosed funding round in March 2021; no subsequent rounds, leadership changes, M&A, or geographic expansions are referenced.

Name

ICEMULE Coolers

Legal name

ICEMULE, LLC.

Website

https://icemulecoolers.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

ICEMULE Coolers is a US-based DTC brand that designs and sells proprietary soft-sided coolers with backpack straps and a roll-flat AirValve design, serving outdoor enthusiasts and corporate gifting buyers through its own e-commerce storefront.

Ownership category

akta.pro rank

Headquarters

HQ city

Saint Augustine

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Direct Product Sales: One-time hardware sales of soft cooler products across three product lines (Classic, Jaunt, Pro) in various sizes and colors. Revenue generated through direct-to-consumer e-commerce with free shipping on orders over $75.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels8 records

Core offering

ICEMULE Coolers designs and sells soft-sided insulated coolers carried like backpacks, organized into three product lines: the Classic (9L-20L), the Jaunt (9L-15L), and the Pro (23L-33L). Each cooler incorporates a proprietary IM AirValve that allows air release for collapsibility and air pressurization to lock in cold, paired with thick foam walls and roll-top seals that deliver 24+ hours of ice retention, 100% waterproof shells, and padded backpack straps for hands-free transport.

Product overview

ICEMULE Coolers is a soft cooler brand offering three distinct product lines: the Classic (9L-20L, $79.95-$99.95), the Jaunt (9L-15L, $89.95-$109.95), and the Pro (23L-33L, $134.95-$144.95). All coolers feature the proprietary IM AirValve technology for collapsible storage, 24+ hour ice retention via thick foam walls and roll-top seals, 100% waterproof shells, and comfortable padded backpack straps. The products target outdoor enthusiasts, travelers, and beachgoers who want portable cold storage without the bulk of traditional hard coolers.

Differentiator

Problem solved

Functional benefit

Products and services

• the Classic A compact soft cooler from ICEMULE offered in 9L, 15L, and 20L capacities, featuring a roll-top seal, padded backpack straps, 24+ hour ice retention, and a 100% waterproof shell. Targeted at outdoor enthusiasts and travelers.
• the Jaunt A portable mid-size soft cooler from ICEMULE offered in 9L and 15L capacities, designed for everyday adventures with ergonomic straps, collapsible structure, and the proprietary IM AirValve technology for compact storage.
• the Pro The largest-capacity soft cooler in ICEMULE's lineup, offered in 23L and 33L sizes and intended for extended trips with maximum ice retention and durability. Available in colors including ice GREY, GREEN, MATTE BLACK, and Realtree Wave and Edge camo patterns.

Quantifiable outcome

• 24+ hours of ice retention
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators1 record

Recent moves6 records

Expansion highlights4 records

Direct peers

• RTIC Outdoors: Value-premium cooler and outdoor goods brand competing in the same consumer segment as ICEMULE. Direct overlap on soft and hard coolers targeting outdoor enthusiasts via DTC and retail.
• YETI Holdings: Premium cooler and drinkware brand and the dominant player in the high-end cooler category. Competes directly with ICEMULE across soft and hard coolers, with substantially broader retail distribution and brand awareness.
• Engel Coolers: Soft and hard cooler manufacturer with similar technical feature emphasis (ice retention, rugged construction) and comparable premium positioning.
• ORCA Coolers: Direct-to-consumer premium soft and hard cooler brand with similar price-point positioning to ICEMULE. Comparable in scale, channel mix, and target customer.
• AO Coolers: Soft cooler specialist competing head-to-head with ICEMULE in the same product category. Closest like-for-like peer on soft cooler construction and price points.

Broad incumbents

• Pelican Products: Premium rugged cooler and protective case manufacturer. Overlaps with ICEMULE in cooler category at higher price points and broader product portfolio.
• Coleman: Iconic outdoor recreation brand offering coolers, camping, and outdoor lifestyle products. Competes with ICEMULE on coolers but as part of a much broader product portfolio.
• Hydro Flask: Premium insulated drinkware and soft cooler brand now owned by Helen of Troy. Comparable on lifestyle-brand positioning, premium pricing, and outdoor consumer target.
• Igloo: Mass-market cooler incumbent with broad retail distribution across hard and soft coolers. Differs from ICEMULE on price point and scale but competes for the same end consumer.

Emerging players

• OtterBox: Durable lifestyle consumer brand that has expanded into coolers and outdoor drinkware. Comparable as a DTC-led durable goods lifestyle brand expanding from adjacent categories.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@ICEMULECoolers
• Facebookfacebook.com/icemule
• Instagraminstagram.com/icemulecoolers
• TikToktiktok.com/@icemulecoolers
• Xx.com/IceMuleCoolers
• LinkedInlinkedin.com/company/icemule-coolers

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ICEMULE Coolers