REI

The organisation operates a consumer retail co‑operative model focused on outdoor goods and experiences. Value is created by aggregating a wide assortment of outdoor gear and apparel, offering additional access through rentals and used‑gear resale, and bundling these with experiential services such as guided trips, classes and events. The co‑op structure uses a one‑time, lifetime membership fee to build a committed customer base and recirculate value through annual member rewards on eligible purchases.

Revenue is generated through merchandise margin on full‑price and discounted retail sales across physical stores and its e‑commerce platform, along with service fees from rentals, guided travel, classes and events, repairs and maintenance. Additional value is created and monetised via a used‑gear recommerce programme (buy‑back and resale spreads) and a co‑branded credit card that channels card‑spend rewards back into the retail ecosystem. The company also undertakes selective acquisitions to extend its capabilities (e.g. digital trail content and community).

Recreational Equipment, Inc. (REI) is a United States‑based, member‑owned outdoor retail co‑operative that sells outdoor equipment, clothing and related services through a large physical store network and its main e‑commerce site. It also runs adjacent programmes including rentals, used‑gear resale, guided adventure travel, classes and events, and a branded credit card for members. The organisation has exited in‑house manufacturing and focuses on retailing third‑party and private‑label products and services for outdoor activities.

REI generates revenue primarily from consumer purchases of outdoor goods via its online and offline retail channels, plus income from rentals, trips, classes and events, used‑gear recommerce margins, and financial‑services partnerships. Its customers are individual outdoor consumers, particularly members who pay a one‑time lifetime membership fee and receive annual rewards on eligible purchases, as well as access to member‑only benefits, discounts and programmes that are designed to drive repeat spend through the co‑operative’s channels.