Yeti's first store is a permanent activation
There is a difference between seeing a shirt in a store window and seeing a shirt in an display window that inspires a shopper. If a shopper can see themselves wear the shirt, the chances they buy the shirt are much higher.
Or if a brand is in the center of a great experience (big or small), a brand can forever be tied to an emotional experience. The classic example is a song that brings a smile to your face by the memory it invokes. You are more likely to purchase that song than a song with no emotional connection.
Yeti is opening it's first flagship store where they say sales is secondary to creating an immersive experience for consumers. If they inspire shoppers to create their own experiences, and bring Yeti along for the ride, they'll win more than just sales.