REI
A life outdoors is a life well-lived.
Headquarters
Kent, Washington, USA
Founded
1938
Category
Outdoor
Revenue Scale
$1B+
The Story
REI is a consumer co-op that has never wavered from its outdoor mission. Closing stores on Black Friday, paying living wages, and giving dividends to members — all at $4B+ revenue.
Key Insight
The co-op structure aligns incentives between the brand and its community in a way corporations structurally cannot.
Share
Soulscale Index
88
Authenticity91
Commitment84
Community93
Purpose94
Change75