REI was founded as a co-op in 1938 by 23 mountain climbers looking to source the gear they needed to have incredible experiences outdoors. Nearly 80 years and 16 million members later, the co-op is still a purpose-driven company, centered around the belief that a life outdoors is a life well-lived.
Susan Viscon (Senior Vice President Merchandising & Private Brands – REI) speaks about how REI is engaging its customers, vendors and nonprofit partners across the United States to put the outdoors at the centre of American life. From closing its doors on Black Friday and encouraging customers to #OptOutside, to giving 70% of its profits back to the outdoor community, to hosting hyper-local activity-focused events, REI strives to create a relationship with customers that goes far beyond the transaction, to deepen relevancy and elevate shared values.
Watch the video interview:
Interview: Jessica Ceotto
Video editing: Andrea Monticelli.