At a glance
YETI Holdings Inc is worth $3.13B, about 21 times its fiscal 2025 earnings. Revenue grew 2.1% to $1.87B in fiscal 2025, with 8.9% kept as profit; over 5 years it has grown 11.3% a year. It pays no dividend; it spent $597.8M buying back its shares over FY2021–FY2025. The stock returned +19.7% over the past year with dividends reinvested and −14.7% a year over five years, against +11.5% and +11.7% for the S&P 500. At its worst it fell 51.9% in the 2020 crash (S&P 500: 33.7%) and 64.9% in the 2022 bear market (S&P 500: 24.5%).
The business in plain English
YETI Holdings is based in Austin, Texas. It designs and sells premium-priced outdoor gear. Outdoorsmen Roy and Ryan Seiders started the company in 2006 to build a nearly indestructible hard cooler that held ice longer. The range now covers coolers, insulated drinkware, bags, cargo boxes, camp chairs, cast-iron cookware and apparel. YETI designs and tests its products itself. It then relies on third-party manufacturers around the world to make them.
In fiscal 2025 (the 53 weeks ended January 3, 2026), sales totaled about $1.87 billion. Drinkware, such as Rambler tumblers, bottles and mugs, made up 58%. Coolers & Equipment, including Tundra and Roadie hard coolers, Hopper soft coolers and bags, made up 40%. Apparel and other items made up 2%. YETI reports as a single business segment. The United States produced about 79% of sales and international markets 21%.
YETI sells in two ways. Direct-to-consumer sales went through its websites, its own stores, an authorized Amazon storefront and a corporate custom-order program. They made up 60% of fiscal 2025 sales. Wholesale sales to about 5,300 retailers worldwide made up the other 40%. Those retailers include Dick's Sporting Goods, REI, Academy Sports + Outdoors and Bass Pro Shops. No single customer accounted for 10% or more of gross sales. The premium prices show up in gross margin, the share of sales left after product costs, which was 57.4% in fiscal 2025.
Price history
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YETI +19.7% over the year to Oct 28, 2026, total return with dividends reinvested.
How it makes money
By product or service
| Drinkware | $1.09B | 58.1% |
| Coolers & Equipment | $748.5M | 40.1% |
| Other | $34.1M | 1.8% |
By geography
| United States | $1.47B | 78.9% |
| International | $394.4M | 21.1% |
Latest results
- In Q2 FY2026 (ended Jul 4, 2026), revenue was $483.9M, up 8.5% from a year earlier, and net income was $71.3M (+39.4%).
- For fiscal 2025, revenue was $1.87B (+2.1% year over year; +11.3% a year from FY2020 to FY2025) with a 8.9% net margin.
Financial health check
| Revenue growth a year (FY2020–FY2025) | +11.3% good |
|---|---|
| Operating margin | 11.4% watch |
| Free cash flow margin | 11.3% good |
| Return on equity (FY2025) | 25.4% good |
| Return on assets (FY2025) | 13.4% good |
| Net cash (cash minus debt) | $-41.0M watch |
| Fiscal year | Revenue | Net income | Free cash flow |
|---|---|---|---|
| FY2020 | $1.09B | $155.8M | $350.9M |
| FY2021 | $1.41B | $212.6M | $90.4M |
| FY2022 | $1.60B | $89.7M | $55.0M |
| FY2023 | $1.66B | $169.9M | $235.3M |
| FY2024 | $1.83B | $175.7M | $219.6M |
| FY2025 | $1.87B | $165.4M | $212.1M |
Valuation snapshot
| Market value | $3.13B |
|---|---|
| P/E ratio | 21.1 |
| Dividend yield | None |
Rank among 1514 US companies
Market value at each year end
YETI Holdings’s market value went from $1.25B at the end of 2018 to $3.13B on Oct 28, 2026, about 2.5 times as much; since the end of 2025 it is down 9%.
Show as a table
| Year end | Market value | Change |
|---|---|---|
| Oct 28, 2026 | $3.13B | -8.9% |
| 2025 | $3.44B | +5.2% |
| 2024 | $3.27B | -27.4% |
| 2023 | $4.50B | +26.2% |
| 2022 | $3.56B | -50.9% |
| 2021 | $7.26B | +21.8% |
| 2020 | $5.96B | +99.8% |
| 2019 | $2.98B | +138.9% |
| 2018 | $1.25B |
Price behavior
| YTD | 1 yr | 3 yr | 5 yr | 10 yr | |
|---|---|---|---|---|---|
| YETI price data to Oct 28, 2026 | -2.9% | +19.7% | +1.4% | -14.7% | — |
Show as a table
| Year | Price data |
|---|---|
| 2026 (to date) | -2.9% |
| 2025 | +14.7% |
| 2024 | -25.6% |
| 2023 | +25.3% |
| 2022 | -50.1% |
| 2021 | +21.0% |
| 2020 | +96.9% |
| 2019 | +134.4% |
| 2008 financial crisis stocks fell Oct 9, 2007 – Mar 9, 2009 | Before this security existed |
|---|---|
| 2020 COVID crash stocks fell Feb 19, 2020 – Mar 23, 2020 | Lost 51.5% over that stretch · deepest drop along the way 51.9%, back to its old high 2.1 months after the low |
| 2022 bear market stocks fell Jan 3, 2022 – Oct 12, 2022 | Lost 62.4% over that stretch · deepest drop along the way 64.9%, not recovered by the end of the data |
Insider activity
Form 4 filings from 2025-10-29 to 2026-10-29 (25 read): 0 open-market purchases and 2 sales ($442K), 2 of them under pre-arranged 10b5-1 trading plans.
| Date | Insider | Type | Value |
|---|---|---|---|
| Dec 11, 2025 | Bryan C. Barksdale SVP, CLO and Secretary | sell (plan) | $223K |
| Dec 11, 2025 | Bryan C. Barksdale SVP, CLO and Secretary | sell (plan) | $219K |
Who owns it
Large shareholders (13G filings)
| BlackRock, Inc. | 9.1% | Mar 31, 2025 |
| Wellington Management Group LLP | 5.6% | Jun 30, 2026 |
| Vanguard Capital Management | 5.39% | Mar 31, 2026 |
| FMR LLC | 5.3% | Jun 30, 2026 |
| REINHART PARTNERS, LLC. | 5.1% | Sep 30, 2026 |
| BAILLIE GIFFORD & CO | 4.9% | Mar 31, 2026 |
| WASATCH ADVISORS LP | 2.3% | Jun 30, 2025 |
ETFs with the most weight in YETI
| FFND One Global ETF | 0.89% |
| FXD First Trust Consumer Discretionary AlphaDEX Fund | 0.76% |
| NIXT Research Affiliates Deletions ETF | 0.64% |
| HAPS Harbor Human Capital Factor US Small Cap ETF | 0.54% |
| SFLO VictoryShares Small Cap Free Cash Flow ETF | 0.53% |
| JPSV JPMorgan Active Small Cap Value ETF | 0.51% |
| TXSS Texas Capital Texas Small Cap Equity Index ETF | 0.41% |
| GVLU Gotham 1000 Value ETF | 0.38% |
What could go wrong
- The premium brand has to stay desirable. YETI's growth rests on its name and premium image. Bad publicity, counterfeits or weak marketing could reduce demand. Now that the brand is widely known, marketing may also win new customers more slowly.
- Durable products rarely need replacing. YETI says its products are built to last and have no natural replacement cycle. To keep sales growing, it must keep launching new products, sizes and colors that customers want.
- Depends on outside manufacturers abroad. Third-party manufacturers make YETI's products. Many are outside the US, and a few handle large shares of production. Supplier problems, raw-material shortages or shipping delays could leave retailers and customers waiting.
- Tariffs could squeeze profit margins. Many products are made outside the US, so new or higher tariffs raise costs. If YETI cannot raise prices enough, or if price increases hurt demand, its margins could shrink.
- Retail partners could pull back. Retailers such as Dick's Sporting Goods and REI accounted for the 40% of fiscal 2025 sales that went through wholesale. They could stop carrying YETI, demand bigger discounts or run into financial trouble.
- Crowded market for coolers and drinkware. YETI competes with many other brands and retailers that sell similar products. If its design, quality and brand stop standing out, it could lose its market position.
Recent events
- Investor presentation or announcement
- Quarterly results released
- Investor presentation or announcement
- Quarterly results released
- Shareholder vote results
- Quarterly results released
- Executive or board change; Investor presentation or announcement
- Quarterly results released
For income and retirement investors
YETI does not pay a regular dividend, and it paid none from fiscal 2021 through fiscal 2025. Shareholders get no income stream. Returns come only from the share price, so an investor who needs cash has to sell shares. The company buys back its own stock instead. It spent about $598 million on buybacks over those five years, including about $298 million in fiscal 2025. That was more than the year's roughly $212 million of free cash flow, the cash left after running and investing in the business. Shares outstanding fell 16.7% between October 2021 and August 2026.
The shares have swung hard in downturns. In the 2020 COVID crash they fell about 52% in a month but regained their peak by May 27, 2020. In the 2022 bear market they fell about 65% between January 3 and September 30, 2022. They had not regained that high as of October 28, 2026. Single stocks carry more risk than diversified funds.
Questions investors ask
How does YETI make money?
YETI designs premium-priced outdoor products and sells them through its own channels and through retailers. In fiscal 2025 (the 53 weeks ended January 3, 2026), it had about $1.87 billion in sales. Drinkware such as Rambler tumblers and bottles brought in 58% of that, and coolers and equipment 40%. Direct sales through its websites, stores and an authorized Amazon storefront made up 60%. Wholesale sales to about 5,300 retailers made up 40%.
Does YETI pay a dividend?
No. YETI does not pay a regular dividend, and it paid none from fiscal 2021 through fiscal 2025. It buys back its own shares instead. It spent about $598 million on buybacks over those five years, including about $298 million in fiscal 2025. Shares outstanding fell 16.7% between October 2021 and August 2026. Buybacks raise each remaining share's slice of profits, but they pay shareholders no cash.
Is YETI still growing?
Yes, but more slowly. Sales rose from about $1.09 billion in fiscal 2020 to about $1.87 billion in fiscal 2025, an average of 11.3% a year. In fiscal 2025, though, sales grew only 2.1% even with an extra week in the year, and net income fell 5.9% to about $165 million. The second quarter of fiscal 2026, ended July 4, 2026, was stronger. Sales rose 8.5% to about $484 million, and net income rose 39.4%.
How has YETI stock performed over the long term?
Unevenly, with big swings. As of October 28, 2026, the share price was up 19.7% over one year. Over five years it was down about 55%, a loss of 14.7% a year. Calendar years show the swings: up 97% in 2020, down 50% in 2022, up 25% in 2023 and down 26% in 2024. On October 28, 2026, the shares traded at about 21 times fiscal 2025 earnings per share. That measure is the price-to-earnings (P/E) ratio.
Who makes YETI products?
Outside manufacturers make them. YETI designs and tests its products at its own research and development centers. It then relies on third-party contract manufacturers, many of them outside the United States. In its annual report, YETI lists the risks this brings: dependence on a small group of manufacturers, shortages of raw materials, shipping delays, and higher costs if tariffs rise.