REI
REI Real Estate Services is a Carmel, Indiana-based commercial real estate firm providing development, sales & leasing, property management, and asset management services across the U.S., with 18 hotels and over 2 million sq ft under management.
- Company typePrivate
- Founded1955
- HeadquartersCarmel, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
What REI does
REI Real Estate Services, LLC is a Carmel, Indiana-based commercial real estate firm that provides a full range of real estate services to local, regional, and national clients. Its service lines span Development (hospitality, office, and mixed-use), Sales & Leasing (land, office, industrial, and mixed-use), Property Management, and Asset Management. According to firmographic data, the company was founded in 2015 and operates with 51-100 employees from its headquarters at 11711 North Pennsylvania Street, Suite 200, Carmel, IN 46032.
The company's operating footprint is anchored in the Greater Indianapolis market, where it manages over 2 million square feet of commercial real estate, and extends nationally through a hospitality portfolio of 18 operating hotels across 5 states totaling approximately 4,000 rooms, with active development projects valued at over $200 million underway in Carmel, Nashville, San Antonio, and Austin. Notable past projects tied to its leadership include the JW Marriott Hotel, Marriott Place, Circle City Mall, Wellpoint Operation Center, Emmis Communications Headquarters, and the Indianapolis Marriott Hotel. The firm's revenue model is service-fee-based, drawing on development fees, asset and property management fees across its managed portfolio, and brokerage commissions from sales and leasing transactions.
The firm is led by President Michael W. Wells (also President of REI Investments, Inc., the manager of REI Real Estate Services), CFO Jeffrey Sporleder, VP of Asset and Property Management Tina Shute, SVP of Sales & Leasing Michael D. Napariu (CCIM, CPA inactive), Asset Manager/Director of Development Ryan Wells, Corporate Controller Lanny Sledge, and Partnership Controller Christine Woosley. The underlying technology stack, detailed pricing tiers, and product roadmap were not disclosed in the input data.
Note on data scope: A substantial portion of the aggregated input described Recreational Equipment, Inc. (REI Co-op), the outdoor equipment retailer and cooperative—a distinct entity from REI Real Estate Services. Operational data such as e-commerce revenue, member counts, product launches, and retail pricing have been excluded from this analysis because they pertain to the outdoor retailer, not the real estate firm identified by the firmographic record.
REI firmographics
Firmographics- Name
- REI
- Legal name
- Recreational Equipment, Inc.
- Website
- https://reirealestate.com
- Company type
- Private
- Founded year
- 1955
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- REI Real Estate Services is a Carmel, Indiana-based commercial real estate firm providing development, sales & leasing, property management, and asset management services across the U.S., with 18 hotels and over 2 million sq ft under management.
- Ownership category
- akta.pro rank
REI industry classification
Industry- Product category
- Outdoor Retail
- NAICS
- Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)
- SIC
- Sporting & Athletic Goods, Nec (3949), Wholesale-Apparel, Piece Goods & Notions (5130)
- akta.pro primary industry
- Sporting Goods & Outdoor Inventory-led Online Retailers (CRAFADAJ)
- akta.pro secondary industries
- Outdoor Recreation Equipment Distribution (Camping, Hiking, Climbing) (CRAOAJAB), Buying Clubs & Community Bulk Purchasing Co-ops (CRAHALAE)
Keywords
Where REI is headquartered
LocationHeadquarters
- HQ city
- Carmel
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
REI business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Retail Sales - Physical Stores: REI generates revenue through sales of outdoor gear, apparel, and footwear at its retail store locations across the United States. Full-price selling drove a 7% year-over-year increase in gross profit to $1.52 billion in 2025.
- E-commerce Sales: REI operates an e-commerce platform (REI.com) enabling direct online purchases of outdoor equipment and apparel, complementing its physical retail presence.
- Membership Program: REI operates as a cooperative with over 26 million members who pay a $30 lifetime membership fee and receive member-exclusive discounts and benefits.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing with seasonal discounts |
| Subscription | Multi-year contract | Lifetime membership ($30) |
| Unit Pricing | Pay-as-you-go | REI Outlet clearance pricing |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
REI product offering
Product offeringCore offering
REI Co-op is a consumer cooperative that sells outdoor recreation gear, apparel, and footwear through physical retail stores across the United States and an e-commerce platform at REI.com. The product mix includes proprietary REI Co-op branded items (e.g., Magma sleeping bags, Half Dome tents, Rainier and Trailmade jackets) alongside a curated selection of third-party brands such as Patagonia, Arc'teryx, The North Face, Brooks, and Hoka, supported by a $30 lifetime membership program serving more than 26 million members.
Product overview
REI (Recreational Equipment Inc.) is a consumer cooperative outdoor retailer offering a diverse portfolio of outdoor gear, apparel, and footwear. The company's product strategy combines proprietary REI Co-op branded products—including the Magma sleeping bag series, Half Dome tent series, Rainier and Trailmade rain jackets—with an extensive marketplace of third-party outdoor brands such as Patagonia, Arc'teryx, The North Face, Brooks, Hoka, and Columbia. REI operates both physical retail stores and e-commerce platforms (REI.com), supported by a membership program with over 26 million members that provides exclusive discounts and profit-sharing benefits. The company has expanded into sustainability-focused initiatives including circular textile partnerships and venture investments in outdoor innovation startups.
Differentiator
Problem solved
Functional benefit
Products and services
- REI Co-op Magma Sleeping Bag Proprietary REI Co-op brand down sleeping bag engineered for backpacking and cold-weather camping, sold through REI retail stores and REI.com.
- REI Co-op Half Dome 2 Tent Proprietary REI Co-op brand entry-level backpacking tent designed for two-person use, sold through REI retail stores and REI.com.
- REI Co-op Rainier Jacket Proprietary REI Co-op brand insulated jacket for cold-weather outdoor activities such as hiking and backpacking, sold through REI retail stores and REI.com.
- REI Co-op Trailmade Rain Jacket Proprietary REI Co-op brand sustainable rain jacket featuring PFAS-free waterproofing, marketed for hiking and everyday outdoor use, sold through REI retail stores and REI.com.
- REI Co-op Lifetime Membership Program One-time $30 lifetime membership that grants individual consumers access to member-exclusive pricing, special offers, an annual member dividend, voting rights, and community engagement benefits across REI retail stores and REI.com.
- REI Co-op Spring 2026 Collection Seasonal REI Co-op product line covering camping, hiking, running, and cycling gear and apparel, with emphasis on comfort, weather protection, and community-driven product testing, launched March 2026.
Quantifiable outcome
- 7% year-over-year increase in gross profit to $1.52 billion driven by strong full-price selling and disciplined inventory management
- +2 more outcomes
Companies that use REI
Customer profileSegments2 records
Ideal customer profiles2 records
REI technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
REI partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered minor and core.
- UnspunminorREI signed a letter of support for unspun's plan to build AI-enabled 3D weaving manufacturing hubs in the United States. The project aims to enable domestic apparel production using automated 3D weaving technology to reduce waste and create American jobs.
- HestminorHest's Foamy Camp Chair launched exclusively through REI stores and REI.com, marking Hest's first expansion into camp furniture. The product utilizes Hest's proprietary enhanced memory foam technology.
- Symbiosis CoalitioncoreREI joined the Symbiosis Coalition alongside Meta, Microsoft, Salesforce, Google, and Bain to purchase carbon removal credits. The coalition aims to secure commitments for 20 million tons of nature-based removal credits.
- AmbercyclecoreThree-year offtake agreement to scale circular textile innovation. Partnership aims to expand the use of recycled polyester (Cycora) and build on REI's progress toward achieving 100% recycled polyester in REI products by 2030.
- Maine Outdoor BrandsminorMaine Outdoor Brands launched the MOB Shop branding program at REI, which generated $45,000 in sales during a pilot phase and is expanding to more locations nationwide to promote Maine-made outdoor gear and apparel.
Scale indicators6 records
Recent moves3 records
Expansion highlights3 records
REI competitors and assessment
Company assessmentDirect peers
- Backcountry: Outdoor specialty e-commerce retailer offering premium outdoor gear and apparel from similar brands; competes directly with REI.com in the online outdoor enthusiast segment.
- Patagonia: Iconic outdoor apparel and gear brand that both supplies REI as a key wholesale partner and competes for the same outdoor enthusiast customer through its own direct-to-consumer channels.
- Columbia Sportswear: Outdoor apparel and footwear brand with overlapping product categories and customer base; widely distributed through REI's stores and e-commerce.
- The North Face: VF Corporation-owned outdoor apparel and equipment brand sold across REI's assortment; competes head-to-head with REI Co-op branded product in jackets, tents, and sleeping bags.
Broad incumbents
- Decathlon: Global sporting goods retailer expanding aggressively in the U.S. with low-cost private-label outdoor gear, increasingly competitive with REI on price and assortment.
- DICK's Sporting Goods: Largest U.S. sporting goods retailer with broad assortment including outdoor recreation, competing for the same consumer wallet with a national store footprint and growing e-commerce.
- Bass Pro Shops / Cabela's: Outdoor and sporting goods mega-retailer with overlapping categories in camping, hiking, and outdoor apparel, plus a large experiential retail footprint.
Emerging players
- Public Lands: Outdoor specialty retailer owned by Dick's Sporting Goods focused on conservation-aligned outdoor enthusiasts — a directly overlapping customer base with REI.
- Arc'teryx: Amer Sports-owned premium technical outdoor brand sold across REI's assortment; competes via direct brand-owned retail stores and DTC channels for REI's highest-value customer segment.
Regional players
- Sierra (TJX): Off-price outdoor and active apparel retailer selling closeout and excess inventory from brands REI also carries; competes for value-oriented outdoor consumers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
REI social profiles
Digital presenceREI compliance and trust
Trust signalCompliance3 records
REI financial estimates
Financial estimateRevenue estimate
Valuation estimate
REI leadership team
Management profileNumber of profiles
Profiles2 records
REI funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
REI M&A and investment
M&A and investmentM&A
Investments1 record
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about REI
What does REI do?
REI Co-op is a consumer cooperative that sells outdoor recreation gear, apparel, and footwear through physical retail stores across the United States and an e-commerce platform at REI.com. The product mix includes proprietary REI Co-op branded items (e.g., Magma sleeping bags, Half Dome tents, Rainier and Trailmade jackets) alongside a curated selection of third-party brands such as Patagonia, Arc'teryx, The North Face, Brooks, and Hoka, supported by a $30 lifetime membership program serving more than 26 million members.
Is REI a public or private company?
REI is a private company. It is classified as unknown and is currently operating.
When was REI founded?
REI was founded in 1955. It employs 51 to 100 people.
Where is REI based?
REI is headquartered in Carmel, United States, in the North America region.
How does REI make money?
Three revenue lines are on record. Retail Sales - Physical Stores are the primary driver. The others are E-commerce Sales and membership Program.
Who are REI's main competitors?
Direct peers on record are Backcountry, Patagonia, Columbia Sportswear and The North Face. Broad incumbents are Decathlon, DICK's Sporting Goods and Bass Pro Shops / Cabela's. Emerging players are Public Lands and Arc'teryx. Sierra (TJX) is listed as a regional player.
Does REI have an API?
No public API is recorded for REI.
What industry is REI in?
REI's product category is Outdoor Retail. Its primary akta.pro industry code is CRAFADAJ, Sporting Goods & Outdoor Inventory-led Online Retailers, with a secondary code of CRAOAJAB, Outdoor Recreation Equipment Distribution (Camping, Hiking, Climbing). Its NAICS code is 459 and its SIC code is 3949.