Anatomy of a $400 cooler
In demonstrating their cooler to potential retail buyers, Roy Seiders would take a cheap plastic hinge out of his pocket. Lids on inexpensive coolers, he explained, are often attached with these hinges, and they often break. Tundra is designed to be failure-proof and has an integrated hinge system. The top and bottom pieces slot together and are held in place by aluminum pins that run the length. Anything that can break–a rope handle, for instance–is easily replaceable.
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