Cookie banner

This site uses cookies. Select "Block all non-essential cookies" to only allow cookies necessary to display content and enable core site features. Select "Accept all cookies" to also personalize your experience on the site with ads and partner content tailored to your interests, and to allow us to measure the effectiveness of our service.

To learn more, review our Cookie Policy, Privacy Notice and Terms of Use.

clock menu more-arrow no yes mobile

Filed under:

REI's Co-Op Style of Retail is Working

Photo: Getty
Photo: Getty

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

Bloomberg calls REI one of the hottest retailers in the country, and they've got the numbers to back that up. The fitness and outdoor gear store's revenue went up 10 percent last year to $2.2 billion. Membership at the co-op company surged, too: REI added almost one million members last year, a 20% increase.

To become an REI member, customers pay in $20 and then get REI benefits including a 10 percent dividend for life on purchases of full-priced items. "The word I would hone in on is ‘community,’" REI CEO Jerry Stritzke told Bloomberg by way of explaining REI's success. REI plans to add to their 138 stores across the US, and the store's co-op structure allowed them to start a travel agency of sort with adventure outdoor classes.