Counselor Top 40 supplier Koozie Group (asi/40480) is continuing to expand its retail portfolio.

The Clearwater, FL-based supplier has partnered with soft cooler brand ICEMULE to add three of the brand’s backpack cooler styles to its product lineup.

“ICEMULE’s high-performance, collapsible coolers fill a gap in our core soft cooler line,” said KayLee Wheeler, category manager at Koozie Group. “We now offer distributors a trusted, outdoor-ready brand for active-lifestyle clients, at a moment when retail-recognizable names are exactly what the market wants.”

ICEMULE The Jaunt 15-L cooler backpack (16272) from Koozie Group (asi/40480)

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ICEMULE launched with the goal of creating a lightweight, high-quality soft cooler aimed at keeping drinks cold on hikes or other outdoor adventures. The brand says its coolers are a unique roll-top style and feature an air valve release mechanism that allows the whole cooler to roll up for easy packing or storage.

“At ICEMULE, we believe a great cooler should be more than a giveaway; it should be something people genuinely want to carry and use,” said Brian Flynn, the owner of ICEMULE. “Partnering with Koozie Group, a leader in the promotional products industry, gives more brands and customers across the country access to that experience.”

So far this year, Koozie Group has added other retail brands including AquaVault and LoudCup, which the company just expanded its partnership with by taking its production in-house at their Spring Hill, FL, facility. Based on 2025 North American promotional products sales of $353.1 million, Koozie Group ranked sixth on Counselor’s most recent list of the largest suppliers in the industry.

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