Retailer / private label
UnclaimedREI is a U.S. consumer cooperative and outdoor retailer selling equipment, apparel, services, and experiences for recreation and travel.
Last updated November 4, 2026
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Overview
REI, formally Recreational Equipment, Inc., is an American outdoor retail and recreation-services organization that operates under a consumer-cooperative model. Its business centers on equipment, clothing, footwear, and accessories for activities such as camping, hiking, climbing, cycling, paddling, running, fitness, snow sports, travel, and general outdoor recreation. Unlike many broad outdoor retailers, REI does not sell hunting or fishing equipment. It serves customers through physical stores, digital commerce, member benefits, educational programming, and selected community and conservation initiatives. The organization was founded in Seattle in 1938 by Lloyd and Mary Anderson. The couple had imported an Austrian Akadem Pickel ice axe for use in The Mountaineers' basic climbing course and recognized that other climbers could benefit from access to reliable equipment at reasonable prices. With assistance from attorney Ed Rombauer, five Mountaineers established the Recreational Equipment Cooperative on June 23, 1938, each contributing one dollar. During its first year, the business occupied a shelf in a farmers' cooperative store near Seattle's Pike Place Market. It later moved into a dedicated space near The Mountaineers' club rooms. REI initially concentrated on technical climbing, mountaineering, backpacking, and expedition equipment. Its profile increased substantially after Jim Whittaker became the company's first full-time employee in 1955 and later served as chief executive. Whittaker's first American ascent of Mount Everest in 1963 generated significant publicity for REI, and the business exceeded one million dollars in gross income the following year. Over subsequent decades, the organization expanded beyond serious mountaineering into camping, kayaking, bicycling, clothing, fitness, snow sports, and travel. The company also developed activities beyond conventional retail. It acquired Mountain Safety Research in 1981, later selling the manufacturing operation to Cascade Designs in 2001. REI Adventures began in 1987 as an active-travel business, and the Outdoor School was introduced in 2006 to provide local outings and instructional classes. In 2015, REI acquired Adventure Projects, whose digital properties included Mountain Project and later trail and route platforms for hiking, mountain biking, backcountry skiing, and trail running. REI announced in 2025 that it would discontinue its Experiences business, including classes, day tours, and adventure-travel packages, because the operation was unprofitable and reached a small share of members. REI's cooperative identity has changed in emphasis over time. The company used the REI Co-op name prominently during its earlier decades, deemphasized the term in much of its advertising during the late twentieth century, and renewed its public cooperative positioning through the REI Co-op apparel line in 2014 and a redesigned logo in 2015. Members pay a lifetime fee, receive member pricing and rewards, and are entitled to vote in board elections. The organization is governed by a Washington corporation board, although the board nomination process has drawn criticism from members and labor advocates. REI is also known for its #OptOutside campaign, launched for Black Friday in 2015 when the retailer closed its stores, stopped processing online orders temporarily, and gave employees a paid day away from work. The campaign positioned time outdoors as an alternative to holiday shopping and continued through the 2022 holiday season. The company has additionally faced criticism over labor practices, union organizing, and alleged interference with workplace organizing. Its first store-level union election took place at the SoHo store in Manhattan in 2022, followed by union victories at additional locations. The retailer operates a nationwide U.S. store network and online ordering service. Its workforce includes store, distribution, corporate, and service employees. In the early 2020s, REI experienced pressure from post-pandemic changes in outdoor-goods demand and responded with corporate layoffs and later a larger restructuring that ended its Experiences operations. Despite these pressures, REI remains an active U.S. outdoor retail brand whose distinctive characteristics are its member-owned structure, technical outdoor heritage, broad activity coverage, and emphasis on access to outdoor recreation.
History
REI began in Seattle in 1938 when Lloyd and Mary Anderson sought to make quality climbing equipment more affordable for fellow members of The Mountaineers. After importing an Austrian ice axe for a climbing course, they helped establish the Recreational Equipment Cooperative with five other Mountaineers. The enterprise initially occupied a shelf in a nearby cooperative store before moving to a dedicated location in 1942. The business incorporated in 1956. Jim Whittaker became its first full-time employee in 1955 and later served as chief executive during the 1960s. His successful 1963 ascent of Mount Everest, the first by an American, brought considerable attention to REI. The company reported more than one million dollars in gross income in 1964, reflecting the publicity generated by the expedition and the growing market for mountaineering equipment. During the 1970s, REI was strongly associated with serious climbing, backpacking, and expedition use. In the 1980s, its board broadened the business toward camping, kayaking, bicycling, and other outdoor activities. REI acquired Mountain Safety Research in 1981, entering manufacturing as well as retail, but sold the operation to Cascade Designs in 2001. Apparel, especially sport-casual clothing, became increasingly important. The company later renewed its cooperative branding through the REI Co-op clothing line in 2014 and a logo redesign in 2015. REI expanded into services and digital outdoor information as well. REI Adventures launched in 1987, followed by the Outdoor School in 2006. In 2015, REI acquired Adventure Projects, the company behind Mountain Project, a climbing-route resource. The acquired portfolio subsequently included platforms for hiking, mountain biking, backcountry skiing, and trail running. Leadership changed significantly in the twenty-first century. Sally Jewell became chief executive in 2005 and left in 2013 to become U.S. secretary of the interior. Jerry Stritzke succeeded her and resigned in 2019. Eric Artz, previously the company's chief operating officer, then became president and chief executive. In 2025, REI announced that Artz would retire and that Mary Beth Laughton would succeed him. The company's cooperative structure remains central to its identity. Active members own the organization collectively, vote in board elections, and may receive store-credit rewards based on qualifying purchases. REI has operated a large U.S. retail network and online business while supporting conservation, community groups, and outdoor-service activities. REI's public reputation has also been shaped by social and labor issues. Its 2015 #OptOutside initiative closed stores on Black Friday and encouraged outdoor recreation rather than shopping. After the 2018 Parkland shooting, REI suspended purchases from Vista Outdoor amid an NRA-related boycott. From 2016 onward, employees raised concerns about wages, scheduling, benefits, safety, and union rights. Store workers at SoHo organized in 2022, and additional locations followed in 2023. The company faced allegations of unlawful anti-union conduct and bargaining failures. At the same time, REI encountered financial pressure after the pandemic-driven outdoor retail boom, leading to corporate layoffs in 2023 and the discontinuation of its Experiences business in 2025.
- 2025
Experiences business discontinued
[1]REI announced the end of its classes, tours, and adventure-travel Experiences operations.
- 2022
First REI store unionizes
[1]Workers at the SoHo Manhattan store voted overwhelmingly to unionize with RWDSU.
- 2015
#OptOutside launched
[1]REI closed on Black Friday and encouraged customers and employees to spend the day outdoors.
- 2015
Adventure Projects acquired
[1]REI acquired the company associated with Mountain Project and related outdoor route platforms.
- 2014
REI Co-op apparel line introduced
[1]The apparel line helped restore cooperative language to the brand's public identity.
- 2001
Manufacturing operation sold
[1]REI sold the MSR operation to Cascade Designs and exited direct manufacturing.
- 1987
REI Adventures launched
[1]The company entered active travel and guided adventure services.
- 1981
Mountain Safety Research acquired
[1]REI expanded into outdoor-equipment manufacturing through the acquisition of MSR.
- 1963
Everest ascent increases REI visibility
[1]Jim Whittaker's first American ascent of Mount Everest generated substantial publicity for the retailer.
- 1955
First full-time employee hired
[1]Jim Whittaker became REI's first full-time employee.
Products and positioning
A member-owned outdoor specialty retailer combining technical product expertise, accessible outdoor recreation, cooperative benefits, employee-oriented culture, and environmental and community engagement.
Outdoor clothing · 2014
REI Co-op apparel
REI's private-label apparel line covers outdoor and active use for men, women, and children. It reflects the retailer's effort to combine technical functionality with everyday sport-casual clothing and to make cooperative branding more visible.
Outdoor equipment · 1938
Camping and hiking equipment
A core merchandise category spanning tents, packs, sleeping equipment, cooking products, navigation tools, lighting, and accessories for camping, hiking, backpacking, and general outdoor travel.
Technical outdoor equipment · 1938
Climbing and mountaineering equipment
The category that most directly reflects REI's origins, including climbing hardware, footwear, ropes, protection, ice and snow equipment, and other products used for technical climbing and mountaineering.
Outdoor information platform
Mountain Project
A digital climbing resource acquired through Adventure Projects. It provides route information and has been accompanied by related platforms for hiking, mountain biking, backcountry skiing, and trail running.
Membership service
REI member program
REI's lifetime membership program gives members access to member benefits, voting rights in cooperative governance, and rewards on qualifying purchases. Rewards are generally issued as store credit rather than cash.
Controversies
2023
Labor-law and union-busting allegations
Workers and labor advocates accused REI of anti-union conduct, including captive-audience meetings, anti-union communications, retaliation, changes to working conditions without consultation, and failures to bargain in good faith. These allegations followed organizing victories at several stores.
2018
NRA-related product boycott
After the Parkland school shooting, REI joined a boycott associated with the NRA and suspended orders from Vista Outdoor, a supplier whose portfolio included firearms-related products.
Marketing campaigns
- 2015#OptOutside
United States
REI closed all stores on Black Friday, paused online order processing, paid employees for the day, and invited the public to replace holiday shopping with outdoor activity.
Outcome. The initiative became a defining part of REI's brand identity and continued through the 2022 holiday season.
Brand decisions
2025
End REI ExperiencesStrategyBackground
REI stated that its classes, day tours, and adventure-travel packages were unprofitable and served a small proportion of its customer base.
Action taken
The company announced the closure of the Experiences business and layoffs affecting more than 400 employees.
Aftermath
REI refocused its business on retail, membership, and core outdoor products.
2023
Reduce corporate workforceStrategyBackground
REI faced weaker outdoor-equipment demand after the pandemic-era sales surge and sought to restore profitability.
Action taken
The company eliminated 167 corporate positions, approximately eight percent of its corporate staff.
Aftermath
The reduction preceded a larger 2025 restructuring that ended the Experiences business.
2015
Close stores on Black FridayStrategyBackground
REI sought to express its outdoor-oriented cooperative values in opposition to the conventional expansion of Black Friday retailing.
Action taken
The company closed its stores, halted online order processing temporarily, paid employees for the day, and launched #OptOutside.
Aftermath
The campaign became a prominent long-term brand platform and was maintained through the 2022 holiday season.
2015
Acquire Adventure ProjectsM&ABackground
REI sought to broaden its role from product retail into digital outdoor information and route discovery.
Action taken
The company acquired Adventure Projects, associated with Mountain Project and related activity-specific mapping and route services.
Aftermath
The digital portfolio expanded to cover climbing, hiking, mountain biking, backcountry skiing, and trail running.
Recent events
Reported
REI Co-op announces senior leadership appointments[2]
REI Co-op announced that Cameron Janes would join as senior vice president and chief commercial officer, and that Kelley Hall and Vivienne Long had been promoted to executive vice president and chief financial officer, and senior vice president and chief marketing officer, respectively.
Reported
REI expands its member gear trade-in program[3]
REI announced an expansion of its recommerce business that includes an online, member-only trade-in program. Members can send in gently used gear in exchange for REI gift card credit.
Reported
REI launches Gear Up to Vote campaign[4]
REI Co-op launched its Gear Up to Vote campaign to encourage employees, members and the outdoor community to participate in voting, providing voting resources and promoting civic participation.
Reported
REI announces a planned Billings store[5]
REI announced that its new store in Billings, Montana, is planned to open next spring at King Avenue West and Shiloh Road. The 22,000-square-foot store is to include a specialty bike shop for maintenance and repairs.
Sources8 sources
- 1REIen.wikipedia.org
- 2REI Co-op宣布高级管理层任命prnewswire.com
- 3REI扩展会员装备以旧换新计划prnewswire.com
- 4REI推出“Gear Up to Vote”竞选活动prnewswire.com
- 5REI宣布计划在比灵斯开设门店ktvq.com
- 6REI announces new Billings store to open next springktvh.com
- 7REI announces new Billings store to open next springkxlh.com
- 8REI Opens First Wyoming Location with New Jackson Hole Storeoutsideonline.com
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