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 2 nd 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??  Experienced local guides  Meeting new people  REI member discounts  Great food  REI Adventures Web Page REI Adventures Web Page REI Adventures Web Page  Free Demo Days

Sustainability  YouTube - Outdoor Retailer Live: Kevin Hagen of REI YouTube - Outdoor Retailer Live: Kevin Hagen of REI YouTube - Outdoor Retailer Live: Kevin Hagen of REI

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

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