R.E.I

1
R.E.I

• Trevor Crosta
• Kevin Sullivan
• Amy Hudspeth

2
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.

3
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)

4
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

5
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

6
REI Adventures cont.

• You can choose trips based on destination, or
  type of activity.
• Why use REI trips??
• Experienced local guides
• Meeting new people
• REI member discounts
• Great food
• REI Adventures Web Page
• Free Demo Days

7
Sustainability

• YouTube - Outdoor Retailer Live Kevin Hagen of
  REI

8
SWOT Analysis Strengths

• Strong Brand Loyalty
• Very philanthropic and are very active in
• 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

9
SWOT Analysis Weaknesses

• They only have stores in half the states in the
  US
• REI-Outlet.com items are only sold online, you
  cant find them in any stores
• They dont have as large of sections in womens
  and childrens clothing and gear as they do
  mens\
• Store Location is terrible sometimes!

10
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

11
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

12
Cool Youtube Video!

• Speed Rock Climbing!!!
• This is the kind of customer the REI has!