JustBrand Limited / Brands / AlphaCool
Personal cooling with growing retail reach.
AlphaCool has grown into a major part of our business, bringing practical cooling products to more than 2,500 stores. From neck fans and handheld fans to misting products and cooling towels, the range gives retailers multiple ways to serve customers through warm weather.
Origin
In-house brand
Category
Personal cooling
RETAIL REACH
2,500+ stores
NFL collection
Launched 2026
Channels
Mass retail · DTC
The approach
Personal cooling.
Built to scale.
We started AlphaCool with a familiar challenge: make personal temperature control useful in everyday life. Our experience developing powered apparel and working with retailers helped us build cooling products that are easy to use, easy to carry, and retail ready.
The range now spans cooling towels, portable fans, misting products, and wearable cooling. Each serves a different moment, from a hot commute to a summer tailgate. Together, they give AlphaCool room to grow across products, price points, and retail channels.
The range
Cooling for different moments.
EVAPORATIVE & MISTING
Towels, bottles, and misting fans
From a cooling towel to a portable misting fan, these products offer familiar ways to refresh on hot days.
PERSONAL AIRFLOW
Handheld and neck fans
Portable, rechargeable fans bring airflow along for commutes, outdoor events, travel, and everyday use.
WEARABLE COOLING
Cooling you can wear
Wearable products give customers a hands-free option when they need relief while staying active.
NFL collection
Team pride. Cooler game days.
ActionHeat brought officially licensed heated gear to football fans. In 2026, AlphaCool expanded that program into personal cooling, with team branded products for tailgates, summer events, and early season games. It gives retailers another reason to carry our NFL products before cold weather arrives.
- All 32 clubs
- Launched 2026
- Officially licensed
On shelves in more than 2,500 stores.
RETAIL PRESENCE
From full product sections to compact displays, AlphaCool gives retailers flexible ways to bring personal cooling to their customers.
Its place in the group
A second season of growth.
AlphaCool extends our business into the warmer months with a growing product range and established retail presence. It gives our partners another category to build with us and makes personal cooling an important part of JustBrand’s year-round business.
Elsewhere in the portfolio
The rest of the portfolio.
