RTIC
RTIC Outdoors LLC is a Houston-based outdoor recreation brand selling insulated coolers, drinkware, bags, gear, and apparel through DTC e-commerce, two flagship stores, and 6,200+ authorized retail locations across the US.
- Company typePrivate
- Founded2015
- HeadquartersHouston, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What RTIC does
RTIC Outdoors LLC is a privately held Houston, Texas-based outdoor recreation brand founded in 2015 that designs and sells insulated coolers, drinkware, bags, outdoor gear, and apparel. The company's core technology centers on insulation for temperature retention across hard-sided coolers (including the 52 QT Ultra-Light Wheeled Cooler), soft-sided coolers (backpack and pack styles), and a drinkware line of tumblers, mugs, and water bottles. Product extensions include totes, duffles, folding chairs, and branded apparel. Two personalization services — MyRTIC for individual consumers and Custom Shop for business bulk orders with custom logos — enable product customization.
RTIC operates a multi-channel go-to-market model anchored by direct-to-consumer e-commerce at rticoutdoors.com and two company-owned retail locations (a flagship store in Houston and a Tanger Outlets store in Texas City). Distribution is scaled through over 6,200 authorized retail locations nationwide across outdoor, sporting goods, and mass merchant channels. Revenue is generated through one-time hardware sales at unit pricing with seasonal promotional discounting (up to 40% off during events like the 4th of July Sale) and bundle offers. Customer segments span outdoor recreation enthusiasts (primary), hunters, fishermen, travelers, tailgaters, winter sports participants, and fitness users. The company employs 11-50 people and is led by CEO Bill Pond alongside co-founders Jim and John Jacobsen.
RTIC firmographics
Firmographics- Name
- RTIC
- Legal name
- RTIC Outdoors LLC
- Website
- https://www.rticcoolers.com/
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- RTIC Outdoors LLC is a Houston-based outdoor recreation brand selling insulated coolers, drinkware, bags, gear, and apparel through DTC e-commerce, two flagship stores, and 6,200+ authorized retail locations across the US.
- Ownership category
- akta.pro rank
RTIC industry classification
Industry- Product category
- Outdoor Coolers and Insulated Drinkware
- NAICS
- Sporting Goods Retailers (45911), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)
- akta.pro primary industry
- Outdoor Cooking, Hydration & Food Storage Retail (CRAMAAAF)
- akta.pro secondary industries
- Outdoor & Adventure Multi-Category Retail (CRAMABAB), Sporting Goods & Outdoor Inventory-led Online Retailers (CRAFADAJ)
Keywords
Where RTIC is headquartered
LocationHeadquarters
- HQ city
- Houston
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
RTIC business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Others
Revenue model
- Direct Product Sales - E-commerce: RTIC generates revenue through direct-to-consumer online sales via their website, selling coolers, drinkware, bags, gear, and apparel at listed prices with seasonal promotions and discounts.
- Retail Distribution: RTIC distributes through 6,200+ authorized retail locations nationwide, generating revenue through wholesale relationships with outdoor retailers.
- Custom/Personalized Products: RTIC offers a Custom Shop for personalized and branded merchandise, allowing customers to order customized coolers and drinkware products.
- Physical Retail Store Sales: Revenue from flagship store and Tanger Outlets retail locations in Houston and Texas City, Texas.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Hard Coolers - Various sizes including 52 QT Ultra-Light Wheeled Cooler |
| Unit Pricing | Pay-as-you-go | Soft Coolers - Olive Soft Pack Cooler, Lightweight Backpack Cooler, Road Trip Personal Cooler |
| Unit Pricing | Pay-as-you-go | Drinkware - Insulated tumblers, mugs, water bottles, Essential Coffee Mug |
| Unit Pricing | Pay-as-you-go | Custom Shop - Personalized coolers and drinkware with custom logos |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
RTIC product offering
Product offeringCore offering
RTIC designs, sources, and sells insulated outdoor products, with its primary line being hard-sided and soft-sided coolers, complemented by insulated drinkware (tumblers, mugs, water bottles), bags (backpack coolers, totes, duffles), outdoor gear (folding chairs), and branded apparel. The company sells through its own e-commerce site, two company-owned retail stores in Texas, and a network of more than 6,200 authorized retailers across the United States, and also offers a Custom Shop for personalized and branded merchandise.
Product overview
RTIC is an outdoor recreation lifestyle brand offering a focused portfolio of insulated coolers, drinkware, and outdoor gear. The product line centers on Hard Coolers and Soft Coolers as the core offerings, supplemented by Insulated Drinkware (tumblers, mugs, water bottles), Bags (backpack coolers, totes, duffles), Outdoor Gear (folding chairs), and Apparel. RTIC provides two personalization services: MyRTIC for individual consumer customization of products, and Custom Shop for business bulk orders with custom branding. The company sells through a direct-to-consumer e-commerce platform alongside over 6,200 retail locations nationwide and operates two flagship stores in Texas.
Differentiator
Problem solved
Functional benefit
Products and services
- Hard Coolers
Companies that use RTIC
Customer profileSegments7 records
Ideal customer profiles2 records
RTIC technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
RTIC partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor and core.
- TalkableminorTalkable is an affiliate marketing platform integrated into the RTIC website to enable referral marketing and affiliate programs for customer acquisition.
- Tanger OutletscoreRTIC operates a branded retail store location at Tanger Outlets in Texas City, TX. This is a flagship retail partnership providing high-traffic retail presence.
- ADP (Workforce Solutions)minorRTIC uses ADP for workforce management and recruitment, as evidenced by their careers page linking to ADP Workforce Now for job applications.
Scale indicators2 records
Recent moves5 records
Expansion highlights5 records
RTIC competitors and assessment
Company assessmentDirect peers
- YETI Holdings: YETI is the publicly-traded premium cooler and drinkware leader and RTIC's most direct competitor. Both companies target outdoor enthusiasts with rotomolded hard coolers, soft coolers, and insulated drinkware; RTIC explicitly positions as the high-performance, lower-priced alternative.
- Stanley (PMI Worldwide): Stanley is a heritage drinkware brand whose insulated tumblers, mugs, and water bottles directly compete with RTIC's drinkware line. Both target the same consumer use cases (commute, gym, outdoor) and similar price points, making Stanley one of RTIC's closest head-to-head rivals in drinkware.
- Hydro Flask (Helen of Troy): Hydro Flask pioneered the premium insulated water bottle category and competes with RTIC's tumblers, mugs, and water bottles. The two brands share direct-to-consumer, retail, and lifestyle marketing approaches targeting active outdoor and fitness consumers.
- Pelican Products: Pelican's Elite Coolers line competes directly with RTIC's hard-sided coolers in the heavy-duty, premium-insulation segment. Pelican's roots in protective cases inform its rugged cooler engineering, paralleling RTIC's positioning on durability and ice retention.
- Orca Coolers: Orca is a Tennessee-based rotomolded cooler and drinkware brand competing head-to-head with RTIC's hard coolers and tumblers. Both brands emphasize American manufacturing, vibrant color options, and outdoor lifestyle positioning toward similar hunting, fishing, and tailgating consumers.
Broad incumbents
- Igloo Products: Igloo is a legacy mass-market cooler and drinkware brand with broad retail distribution. It overlaps RTIC's hard cooler, soft cooler, and jug categories but targets lower price points and broader use cases (work, school, picnic) versus RTIC's outdoor enthusiast focus.
- The Coleman Company: Coleman is an established outdoor lifestyle brand with broad product breadth across coolers, tents, stoves, and outdoor gear. Coleman and RTIC overlap most directly in coolers and outdoor gear, though Coleman operates as a multi-category incumbent where RTIC remains specialized.
- Thermos L.L.C. Thermos is a long-established insulated drinkware and food storage brand with broad retail distribution. Its tumblers, mugs, and food jars overlap RTIC's drinkware and cooler-adjacent product lines, and it serves as another mass-market incumbent in RTIC's core categories.
Emerging players
- Ozark Trail (Walmart private label): Ozark Trail is Walmart's house-brand outdoor and cooler line that competes on price at the largest U.S. retailer. It exerts structural margin pressure on RTIC's value-tier positioning by offering functional coolers and drinkware at meaningfully lower price points with built-in shelf advantage.
- CamelBak: CamelBak is a leading hydration specialist in backpacks, reservoirs, and insulated bottles. It overlaps RTIC's portable hydration and backpack cooler categories (Lightweight Backpack Cooler) and shares the outdoor recreation and fitness customer base.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
RTIC social profiles
Digital presenceRTIC financial estimates
Financial estimateRevenue estimate
Valuation estimate
RTIC leadership team
Management profileNumber of profiles
Profiles3 records
RTIC funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
RTIC M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about RTIC
What does RTIC do?
RTIC designs, sources, and sells insulated outdoor products, with its primary line being hard-sided and soft-sided coolers, complemented by insulated drinkware (tumblers, mugs, water bottles), bags (backpack coolers, totes, duffles), outdoor gear (folding chairs), and branded apparel. The company sells through its own e-commerce site, two company-owned retail stores in Texas, and a network of more than 6,200 authorized retailers across the United States, and also offers a Custom Shop for personalized and branded merchandise.
Is RTIC a public or private company?
RTIC is a private company. It is classified as unknown and is currently operating.
When was RTIC founded?
RTIC was founded in 2015. It employs 11 to 50 people.
Where is RTIC based?
RTIC is headquartered in Houston, United States, in the North America region.
How does RTIC make money?
Four revenue lines are on record. Direct Product Sales - E-commerce is the primary driver. The others are retail Distribution, custom/Personalized Products and physical Retail Store Sales.
Who are RTIC's main competitors?
Direct peers on record are YETI Holdings, Stanley (PMI Worldwide), Hydro Flask (Helen of Troy), Pelican Products and Orca Coolers. Broad incumbents are Igloo Products, The Coleman Company and Thermos L.L.C.. Emerging players are Ozark Trail (Walmart private label) and CamelBak.
Does RTIC have an API?
No public API is recorded for RTIC.
What industry is RTIC in?
RTIC's product category is Outdoor Coolers and Insulated Drinkware. Its primary akta.pro industry code is CRAMAAAF, Outdoor Cooking, Hydration & Food Storage Retail, with a secondary code of CRAMABAB, Outdoor & Adventure Multi-Category Retail. Its NAICS code is 45911.