R.E.I
Trevor Crosta
Kevin Sullivan
Amy Hudspeth
Company Perspectives
 REI offers quality gear, clothing and
footwear selected for performance and
durability in muscle-powered outdoor
recreation, including hiking, climbing,
camping, bicycling, paddling and winter
sports.
Company Overview
 Founded by a group of climbers in 1938
 Operated in the back of a gas station until first
store was opened in Seattle in 1944 due to
high demand
 Owned by 1.7 million member-customers
creating one the largest Consumer cooperative
(Business owned by their customers) in the
Nation
 New President emerged and growth finally took
off for the company, opening their 2nd store
after 31 years (1975)
Overview Cont.
 After corporate changes it only took one year
to open a Third store in 1976
 Board of Directors were very upset with new,
fast growth claiming that the change was
altering what R.E.I was created for
 REI now sells its apparel and gear through a
chain of 77 stores, a web site, and through a
mail-order catalog business
REI Adventures/ Events
 REI not only lets you buy gear, they also
give you reasons to use it!
 REI adventures offers an amazing
amount of trips that customers can
partake in.
 The trips are rated from relaxed to
strenuous
REI Adventures cont.
 You can choose trips based on destination, or
type of activity.
 Why use REI trips??
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Experienced local guides
Meeting new people
REI member discounts
Great food
 REI Adventures Web Page
 Free Demo Days
Sustainability
 YouTube - Outdoor Retailer Live: Kevin
Hagen of REI
SWOT Analysis: Strengths
 Strong Brand Loyalty
 Very philanthropic and are very active in:
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Green building
Waste management
Climate change and energy
Paper sourcing
Many more!
 Strong connections with employees
 It has been on the FORTUNE magazine's list of the
"100 Best Companies to Work For" every year since
the rankings began in 1998
SWOT Analysis:
Weaknesses
 They only have stores in half the states in
the US
 REI-Outlet.com items are only sold
online, you can’t find them in any stores
 They don’t have as large of sections in
women’s and children’s clothing and gear
as they do men’s\
 Store Location is terrible sometimes!
SWOT Analysis:
Opportunities
 Expand into states in the mid-west
because those are states that have the
opportunity for outdoor activities and
sports
 Improve their image towards women and
children to try to boost sales in those
areas
SWOT: Analysis: Threats
 LL Bean, who also has strong brand
loyalty, could be a threat to them
 Sports Authority, Bass Pro Outdoor World
 In general, other stores with strong brand
loyalty that provide excellent outdoor
gear
Cool Youtube Video!
 Speed Rock Climbing!!!
 This is the kind of customer the REI has!