Real Goods Solar
Former American solar-energy company and residential and commercial solar installer that operated under the RGS Energy name before entering Chapter 7 bankruptcy in 2020.
Last updated August 26, 2026
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Overview
Real Goods Solar was an American renewable-energy company whose roots lay in Real Goods Trading Company, an alternative-energy and sustainable-lifestyle retailer founded in northern California in 1978. The business became one of the early U.S. commercial sellers of photovoltaic panels after its founders purchased and resold small solar modules to customers living off the grid. It initially combined retailing, mail order, publishing, and environmental education with a strong emphasis on practical self-sufficiency. After an early period of expansion and contraction, founder John Schaeffer revived the company as a catalog and mail-order operation. During the 1990s, Real Goods broadened its educational and environmental activities, introduced electronic commerce, raised capital directly from customers, and developed the Solar Living Center in Hopland, California. The company also promoted public education about solar-powered homes and sustainable living. Its retail division sold renewable-energy equipment and other products associated with off-grid living, while related nonprofit activities were later organized through the Solar Living Institute. Real Goods merged with Gaiam, Inc. in 2001 in a stock transaction. With Gaiam's capital and infrastructure, the company moved further into residential and commercial solar installation. It opened residential installation operations in California and Colorado in 2002 and added a commercial solar division in 2004. In the period before and after its 2008 public offering, the company acquired several California installers, including Marin Solar, Carlson Solar, Independent Energy Systems, and Regrid Power. These transactions expanded its installation capacity and added commercial-market expertise. In 2008, the company separated its solar activities from the broader mail-order operation, relaunched its online presence as a standalone channel, and completed an initial public offering. The solar business traded first under the RSOL symbol on NASDAQ and later under the RGSE symbol in the over-the-counter market. In 2011, Real Goods Solar merged with Alteris Renewables, a Connecticut-based renewable-energy installer. The combination was intended to create a broader national platform by joining Real Goods' western operations with Alteris' presence in the Northeast. The retail and solar businesses subsequently diverged. In 2014, the Hopland store and the Real Goods retail operation were bought back by John Schaeffer and operated privately, separate from the public solar company. The solar business later operated as RGS Energy, providing design, sales, installation, and related financing or project services for residential and commercial customers. It ultimately failed financially and filed for Chapter 7 bankruptcy on January 31, 2020. The bankruptcy marked the end of the operating company as a solar integrator. Real Goods Solar is therefore a defunct corporate brand, while the Real Goods name also remains historically associated with the separate retail and educational activities around the Solar Living Center.
History
Real Goods Solar developed from Real Goods Trading Company, an alternative-energy retailer established in Willits, California, in 1978. John Schaeffer and Steve Troy acquired an interest in an existing alternative-energy store and renamed it Real Goods Trading Company. The business became an early U.S. retail seller of photovoltaic modules when it purchased and resold small solar panels to customers seeking modest electrical services in off-grid communities. Stores were later opened in Ukiah and Santa Rosa, and the company published educational material about alternative energy and sustainable living. The early retail expansion proved difficult to sustain. By 1985, the business had reached approximately $3 million in annual sales, but its retail stores were closed amid uneven growth. Schaeffer revived the company through a catalog operation financed partly from personal funds and supported by the customer mailing list accumulated during the retail period. In the 1990s, Real Goods benefited from growing public interest in renewable energy, Earth Day, and energy independence. It set a carbon-reduction goal known as the Billion Pound Goal and reported completing it in 1997. The company also held direct stock offerings for customers, created a public solar-home event that evolved into the National Tour of Solar Homes, launched electronic commerce, and helped establish the Solar Living Center in Hopland. In 2001, Real Goods merged with Gaiam in a stock transaction. Gaiam consolidated several administrative and distribution functions, while Real Goods retained its identity and sustainable-living heritage. The company then pursued solar installation as a larger growth opportunity. Residential installation operations began in California and Colorado in 2002, followed by a commercial solar division in 2004. The company expanded through acquisitions of Marin Solar, Carlson Solar, Independent Energy Systems, and Regrid Power between 2007 and 2008. Real Goods Solar became a separately traded public company in 2008, raising capital through an initial public offering and trading on NASDAQ as RSOL. Gaiam remained its controlling shareholder at that time. In 2011, Real Goods Solar merged with Alteris Renewables. The transaction was designed to create a more geographically diverse installer, combining western and northeastern operations. The company continued to serve residential and commercial customers and later used the RGS Energy name. The original retail operation was separated from the solar company when Schaeffer bought back the Hopland store and associated retail business in 2014. The public solar company continued independently but eventually encountered financial distress. RGS Energy filed for Chapter 7 bankruptcy on January 31, 2020, ending the company's operations. The Real Goods name consequently has two related but distinct historical threads: the defunct solar integrator and the separately operated sustainable-lifestyle retail and educational activities connected with the Solar Living Center.
- 2020
Chapter 7 bankruptcy
[1]RGS Energy filed for Chapter 7 bankruptcy, ending the solar company's operations.
- 2014
Retail division repurchased
[1]John Schaeffer repurchased the Hopland store and Real Goods retail division for private operation.
- 2011
Alteris Renewables merger completed
[1]The company completed its merger with Alteris Renewables, expanding its geographic reach.
- 2008
Initial public offering
[1]Real Goods Solar completed its IPO and traded on NASDAQ under RSOL.
- 2004
Commercial solar division launches
[1]The company expanded from residential work into commercial solar installation.
- 2002
Residential solar installation division launches
[1]Real Goods began residential solar installation operations in California and Colorado.
- 2001
Merger with Gaiam
[1]Real Goods merged with Gaiam in a stock transaction and gained access to broader corporate infrastructure and capital.
- 1994
Solar Living Center construction begins
[1]The company broke ground on the Solar Living Center in Hopland, California, a site combining sustainable architecture, retail, and environmental education.
- 1991
First direct public stock offering
[1]Real Goods raised capital through a stock offering marketed directly to its customers.
- 1982
Santa Rosa store and alternative-energy book
[1]The company opened a third store in Santa Rosa and published the first edition of The Alternative Energy Source Book.
Products and positioning
Solar-energy integrator focused on residential and commercial photovoltaic installations, with historical roots in off-grid living, sustainable products, and environmental education.
Solar installation · 2002
Residential photovoltaic systems
Designed and installed solar-electric systems for homeowners. The offering involved photovoltaic equipment, system design, project development, installation, and related customer services. Residential solar became a central growth area after the company entered the installation market in California and Colorado in 2002.
Solar installation · 2004
Commercial solar systems
Commercial photovoltaic projects for businesses and other non-residential customers. The division was introduced in 2004 and was strengthened through acquisitions that added installer capacity and commercial-market experience.
Renewable-energy equipment · 1978
Off-grid solar equipment
The original Real Goods retail business sold photovoltaic panels and other equipment for off-grid and sustainable living. This product activity preceded the later installation-focused corporate model and helped establish the brand's association with practical renewable-energy use.
Marketing campaigns
- 1992National Tour of Solar Homes
United States
Real Goods promoted an event originally framed as National Off-The-Grid Day, allowing members of the public to visit solar-powered homes and observe renewable-energy systems in use.
Outcome. The event developed into the National Tour of Solar Homes.
- 1990Billion Pound Goal
United States
Real Goods set a public environmental objective to prevent one billion pounds of carbon dioxide from entering the atmosphere by 2000, linking product sales and customer behavior to measurable emissions reduction.
Outcome. The company reported reaching the goal in 1997, three years ahead of schedule.
Brand decisions
2014
Separate the retail business from the solar companyStrategyBackground
The historic retail and sustainable-lifestyle operation had a different role from the public solar installation business.
Action taken
John Schaeffer bought back the Hopland store and Real Goods retail division for private operation.
Aftermath
The Real Goods retail activities became separate from the publicly traded solar company.
2011
Merge with Alteris RenewablesM&ABackground
Real Goods Solar operated primarily in the West while Alteris Renewables had a strong presence in the Northeast, creating a rationale for geographic combination.
Action taken
The companies completed a merger under the Real Goods Solar name, issuing Real Goods Solar shares to Alteris equity holders.
Aftermath
The combined company retained its headquarters in Louisville, Colorado, its name, and its public-market identity.
2008
Separate and expand the solar businessStrategyBackground
The company identified residential and commercial solar installation as a major growth opportunity and prepared the business for independent public-market financing.
Action taken
Real Goods separated its mail-order activities, relaunched its web channel, expanded solar operations, and completed an IPO.
Aftermath
The solar company traded publicly under RSOL and pursued acquisitions to increase installation scale.
IPO proceeds. $55 million (2008)
2001
Merge with GaiamM&ABackground
Real Goods sought additional infrastructure and capital while continuing to operate in sustainable products and renewable energy.
Action taken
The company merged with Gaiam in a stock transaction and became part of Gaiam's broader corporate structure.
Aftermath
Administrative and distribution functions were consolidated, and the business subsequently expanded into residential and commercial solar installation.
Transaction value. $8.7 million (2001)
Sources2 sources
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