Sustainable Brand Benchmark - Recreational Equipment

Recreational Equipment, Inc., commonly known as REI, is a renowned American retail and outdoor recreation services corporation, which is structured as a consumer cooperative. Founded in 1938 by a group of 23 mountain climbing friends, REI has grown from a community of outdoor enthusiasts to a large, nationally recognized provider of quality outdoor gear and apparel.

The company's ethos is deeply rooted in the belief that a life outdoors is a life well-lived. This philosophy drives their mission to inspire, educate, and outfit for a lifetime of outdoor adventure and stewardship. REI is committed to making outdoor recreation accessible to everyone, from novices to seasoned experts, and encourages people to enjoy and explore the natural world responsibly.

REI operates as a co-op, meaning it's owned by its members who pay a one-time fee to join. These members are entitled to a share of the company's profits in the form of an annual dividend, which can be used for purchases or taken as cash. This structure allows REI to focus on long-term sustainability and community involvement rather than short-term profits.

The company is known for its top-quality products, including camping, climbing, cycling, fitness, hiking, paddling, snow sports, travel, and men's and women's clothing and footwear. They also offer rental equipment, outdoor experiences, and expert advice through their retail locations and online platforms.

REI's commitment to stewardship is evident in their business practices. They have been closing all their stores on Black Friday since 2015, encouraging employees and members to #OptOutside and reconnect with family and friends in nature instead of shopping. This initiative reflects their dedication to putting purpose before profits and has garnered widespread support.

With over 23 million lifetime members, more than 16,000 employees, and 181 locations across 41 states and the District of Columbia, REI has a significant presence in the outdoor retail industry. They hold a notable market share in several sectors, including Sporting Goods Stores, Hiking & Outdoor Equipment Stores, and Online Sporting Goods Sales.

REI's headquarters is located in Kent, Washington, and they have a strong online presence, providing customers with the convenience of shopping from anywhere. Their website offers extensive resources, including inspiring stories of life outside, gear guides, and information on outdoor activities and destinations.

In summary, Recreational Equipment, Inc. is a consumer cooperative that stands out for its quality products, commitment to the outdoors, and sustainable business model. It continues to foster a community that cherishes the natural environment and promotes an active, outdoor lifestyle.