REI
- Company typePrivate
- Founded-
- HeadquartersSumner, United States
- Headcount—
- GTM typeB2C
- OfferingServices
REI firmographics
Firmographics- Name
- REI
- Legal name
- Recreational Equipment, Inc.
- Website
- https://rei.jobs
- Company type
- Private
- Operating status
- Operating
- Ownership category
- akta.pro rank
Where REI is headquartered
LocationHeadquarters
- HQ city
- Sumner
- 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, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Retail Merchandise Sales: REI generates revenue through retail sales of outdoor recreation equipment, apparel, and gear through physical stores and e-commerce channels, serving as a consumer co-operative.
Distribution channels4 records
Marketing channels3 records
REI product offering
Product offeringCore offering
REI Co-op is a consumer retail cooperative that sells outdoor recreation gear, apparel, and footwear through more than 160 physical retail stores across the United States and an e-commerce platform. In addition to merchandise, REI provides rentals, classes, events, and guided outdoor experiences to connect members with outdoor activities. The co-op serves over 20 million members, reinvesting profits into the business and outdoor community.
Product overview
REI Co-op is a consumer retail cooperative that operates as a single-segment business offering outdoor recreation products and services through multiple channels. The company's operations span retail stores, e-commerce platforms, distribution centers, and call centers. The primary offerings include outdoor gear, apparel, and equipment sold through physical retail locations and online at rei.com. Career area categories identified include Commercial, Distribution Center, ECommerce/Online, Finance, Human Resources, Impact and Ventures, Information Technology, Legal, Marketing, Merchandising, Physical Place, Product Design & Development, Store Hourly, Store Management, Store Operations, and Strategy.
Differentiator
Problem solved
Functional benefit
Products and services
- Outdoor Gear, Apparel, and Footwear Retail Retail sale of outdoor recreation gear, apparel, and footwear for hiking, camping, climbing, cycling, skiing, and paddle sports, sold through REI's physical retail stores and e-commerce platform to outdoor enthusiast consumers and co-op members in the United States.
Companies that use REI
Customer profileSegments6 records
Ideal customer profiles1 record
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 signalScale indicators3 records
Recent moves4 records
Expansion highlights4 records
REI competitors and assessment
Company assessmentDirect peers
- Backcountry.com: Online-first outdoor retailer specializing in technical gear across hiking, climbing, skiing, and camping; competes directly with REI on assortment and outdoor enthusiast customer, but lacks REI's physical retail scale and co-op membership layer.
- The North Face (VF Corporation): Leading outdoor apparel and equipment brand with extensive wholesale distribution and growing DTC; overlaps with REI on core outdoor categories (climbing, hiking, skiing, camping) and target outdoor enthusiast consumer.
- L.L.Bean: Heritage US outdoor retailer selling apparel, footwear, and outdoor gear across stores and e-commerce; comparable to REI in target customer (mainstream outdoor enthusiasts), multi-category assortment, and brand-led omnichannel model.
- Mountain Equipment Company (MEC): Canadian consumer co-op selling outdoor gear and apparel through stores and online; highly comparable to REI in co-op ownership model, member benefits, multi-channel retail, and outdoor enthusiast customer base, but operates primarily in Canada.
- Patagonia: Vertically integrated outdoor apparel and gear brand selling through its own stores and wholesale channels; competes head-to-head with REI on outdoor enthusiast brand affinity, sustainability positioning, and multi-sport assortment (hiking, climbing, skiing).
Broad incumbents
- Dick's Sporting Goods: Large US sporting goods retailer with a broad multi-category assortment including outdoor recreation; competes with REI on price, selection, and store footprint, though it does not specialize in technical outdoor or operate a co-op membership model.
- Bass Pro Shops / Cabela's: Large US specialty retailer of outdoor and sporting goods with a national big-box store footprint; overlaps with REI in hunting, fishing, and camping categories and the outdoor enthusiast demographic, though focused more on hunting/fishing than technical mountain sports.
- Academy Sports + Outdoors: US sporting goods and outdoor recreation retailer with multi-category assortment and value positioning; overlaps with REI in outdoor gear categories and serves similar US consumer segments, though with less focus on technical enthusiast specialty.
Emerging players
- Decathlon: Global value-oriented sporting goods retailer with private-label brands across dozens of sports including outdoor recreation; competes with REI on price-value and breadth, especially as Decathlon expands its US store footprint.
- Moosejaw: Online specialty outdoor and active lifestyle retailer acquired by Walmart; competes with REI on outdoor enthusiast technical gear assortment and online buying experience, but lacks the physical retail and co-op membership differentiators.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Customer concentration
REI social profiles
Digital presenceREI financial estimates
Financial estimateRevenue estimate
Valuation estimate
REI leadership team
Management profileNumber of profiles
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
Investments
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 retail cooperative that sells outdoor recreation gear, apparel, and footwear through more than 160 physical retail stores across the United States and an e-commerce platform. In addition to merchandise, REI provides rentals, classes, events, and guided outdoor experiences to connect members with outdoor activities. The co-op serves over 20 million members, reinvesting profits into the business and outdoor community.
Is REI a public or private company?
REI is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was REI founded?
REI was founded in -1.
Where is REI based?
REI is headquartered in Sumner, United States, in the North America region.
How does REI make money?
One revenue line is on record: retail Merchandise Sales.
Who are REI's main competitors?
Direct peers on record are Backcountry.com, The North Face (VF Corporation), L.L.Bean, Mountain Equipment Company (MEC) and Patagonia. Broad incumbents are Dick's Sporting Goods, Bass Pro Shops / Cabela's and Academy Sports + Outdoors. Emerging players are Decathlon and Moosejaw.
Does REI have an API?
No public API is recorded for REI.