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Meet Jeremy Denson of Bison Coolers in North Richland Hills

Today we’d like to introduce you to Jeremy Denson.

Thanks for sharing your story with us Jeremy. So, let’s start at the beginning and we can move on from there.
Bison Coolers started in the summer of 2011 as a father-son duo with a crazy idea of bringing high-quality, American-made coolers to the market. Originally designed to follow the direct-to-consumer business model, Bison began to receive requests from retailers wanting to carry our products. Fast forward 7 years and Bison has over 700 retailers across the country. Although Jeremy and Dennis Denson still manage the day-to-day operation, the team has grown immensely just like our product offerings. In addition to the hard cooler line, Bison has expanded into Soft Coolers, Drinkware and Hard Cases. This expanded product line has enabled us to grow our core customer base, dealer network and online presence.

Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Owning a small business is never a smooth road. New struggles await us around every corner but we thoroughly enjoy the challenge of growing a successful business and building a brand that resonates well with our customers. Struggles range from scaling to meet demand to introducing new, innovative products on a continual basis. You can’t be complacent in this business or your competitors will pass you up. It hasn’t been an easy road but it has been the most rewarding experience of my life and something I’ve enjoyed doing side-by-side with my father.

Alright – so let’s talk business. Tell us about Bison Coolers – what should we know?
Bison Coolers provides the best value on the market. Sure there are competitors offering products for cheaper and other competitors offering products that are much more costly. Our sweet spot is in providing the best overall value including American-made quality, an unparalleled warranty, plentiful features and endless customization options.

Creating jobs in America is something we’re passionate about. It’s easier to produce products overseas and the margins are substantially better. However, creating new jobs and stimulating the American economy is more important to us.

When customers purchase our products, there’s a sense of security in knowing that Bison is going to stand behind these products. We’ve never sold a replacement part because we firmly believe that when someone purchases a Bison product, it’s on us to stand behind it.

Customization has been the cornerstone of our business since 2012. The ability to create custom lid graphics for hard coolers, embroidered soft coolers and laser engraved drinkware really separates us from our competitors. Most of our competitors have ridiculously expensive minimum order quantities that make it impossible for individuals or other small businesses to order custom products. This is our specialty and not a day goes by that we don’t create custom, co-branded products for our customers.

Is there a characteristic or quality that you feel is essential to success?
The most important characteristic to our success is resiliency. Building a brand from scratch is a continual exercise in overcoming obstacles. There’s never an easy day and being able to bounce back and overcome these challenges is essential to our success. Dennis and I could never do this alone. It’s just not possible without having a team that shares this same level of motivation and passion for our brand. Without them, we wouldn’t be where we are today.


  • Hard Coolers from $229 (Made in USA)
  • Soft Coolers from $99 (Made in USA)
  • Hard Cases from $55 (Made in USA)
  • Stainless Steel Drinkware from $20

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