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Bison Coolers Invests in Custom to Protect Margin and Scale Smarter

Bison Coolers has offered Custom products for over ten years, but their previous process was fully manual. Customers filled out forms, communication happened over email, and internal teams had to manage every order by hand. As demand for Custom grew, the limitations became clear. Rising tariffs and tighter margins made the need for a better system more urgent. Bison partnered with VU Custom to improve efficiency and grow the Custom side of the business.

We analyzed a number of potential solutions, but VU Custom stood above them all. The knowledge of the team, the capabilities of the technology, and their professional experience in customization really made the difference. From day one, they understood what we do and how we customize our products, which made the entire implementation process much smoother.

Customizing our products has been a cornerstone of our business for over a decade. With all the uncertainty around tariffs and rising margin pressure, we knew we couldn’t afford to wait. We’re always looking for new revenue opportunities, and enabling a seamless process for customers to order online just made sense. In addition to driving revenue, it improves our margins. It’s a win-win solution, and we’re excited to see the results.

Our hunger to keep growing as a company led us to VU Custom. We’re confident this partnership will help us increase revenue and add to the bottom line.

Jeremy Denson, Co-Owner, Bison Coolers

Why Vu Custom

Bison evaluated several options, but the decision came down to who could support Custom at scale without adding unnecessary steps. VU Custom stood out for its ability to simplify the entire flow. It connects the front-end ordering experience with automated backend processes, so orders move faster and require less manual oversight.

The team needed more than new software. They were looking for a system that could speed up how Custom is delivered while keeping the process flexible for their buyers. With VU Custom, customers will be able to see their product in real time during the order process. Internally, production files are created and delivered automatically, which removes bottlenecks and frees up the team to focus on growth.

Custom is now a core part of Bison’s business. That meant choosing a partner that could support the way they work and help them scale without losing control over the customer experience.

What Comes Next

The rollout begins with B2B Custom, where order volume is high and timing matters. Faster quoting, fewer touchpoints, and more reliable file delivery will help improve both margins and turnaround time.

Next, Bison will expand into direct-to-consumer. The plan is to offer a seamless experience for both channels while keeping operations efficient behind the scenes. With VU Custom, they can scale confidently without adding new systems or headcount.

We’re proud to support Bison as they take this next step and excited to be part of what comes next.

Let’s Chat

Custom is becoming a bigger part of how brands drive growth and stay competitive. If you’re looking to improve your process, increase margins, or create a better experience for your customers, we’d be happy to show you how VU Custom can help.

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