Outdoor retailer REI Co-op has long been recognized as more than just a gear store. From its origins in 1938 as a cooperative founded by climbing enthusiasts, REI has grown into one of the largest outdoor retailers in the U.S.—but its cooperative DNA, sustainability leadership, and strong sense of mission still set it apart.
As climate change and social responsibility shape consumer expectations, REI has leaned into a model that makes the outdoors—and the retail sector that supports it—more sustainable, more inclusive, and more resilient.
100% Renewable Energy for a Decade
REI has been 100% powered by renewable electricity across all operations since 2014, celebrating 10 years of clean energy leadership in 2024. Every store, distribution center, and office runs on wind and solar contracts, reducing its operational emissions footprint and demonstrating that large-scale retail can decarbonize.
This achievement places REI ahead of many peers in retail, where renewable energy adoption remains patchy. The consistency of this commitment has also allowed REI to invest in longer-term clean power projects.
Zero Waste Milestones & Circular Innovation
Waste is another area where REI has distinguished itself:
- In 2024, REI achieved 90% waste diversion from landfills and incineration at its stores and distribution centers, surpassing the industry’s most aggressive zero-waste benchmarks.
- The co-op has scaled RE/Supply, its used-gear and apparel resale platform, into a national business line. By expanding beyond pilot stores into dedicated online and in-person resale channels, REI is helping normalize circular consumption in outdoor gear.
- Repair services are also central: from in-store boot and jacket repairs to bike and ski tuning, REI emphasizes extending product life rather than replacing it.
This focus makes REI not just a seller of new goods, but a driver of reuse, longevity, and repair culture.
Product Standards That Push the Industry
REI’s Product Impact Standards, introduced in 2018 and strengthened in 2024, are among the most robust in outdoor retail. All partner brands are encouraged—and in many cases required—to align with sustainability benchmarks such as:
- bluesign®-approved materials (safer chemicals and water practices)
- Fair Trade certification (fairer wages and worker protections)
- Responsible Down Standard (RDS) and Responsible Wool Standard (RWS) certifications
- Increasing use of recycled synthetics and organic cotton
As of 2025, REI reports that 41% of supplier emissions are covered by science-based targets, and that its total emissions fell 7% year over year in 2024 despite continued business growth.
This positions REI as a change agent: instead of simply greening its own operations, the co-op uses its buying power to influence entire supply chains.
Climate Leadership with Room to Grow
REI’s climate strategy is anchored by leaders like Andrew Dempsey (Director of Climate) and Susan Long (Sustainability Initiative Manager), supported by new senior leadership roles in public affairs and impact. These positions ensure sustainability is not siloed, but integrated into governance and advocacy.
Where REI could go further is in setting specific net-zero deadlines or obtaining third-party climate certifications like Climate Neutral. While its trajectory is clear, the absence of an explicit net-zero-by-2030 or -2040 pledge leaves room for competitors to catch up in framing ambition.
Cooperative Values & Member Engagement
As a cooperative, REI is owned by its 20+ million members. This model keeps accountability tied to outdoor users themselves, not outside shareholders. In practice, that means:
- Annual member dividends and discounts reinforce co-op benefits.
- REI invests heavily in outdoor access programs, funding trails, parks, and local nonprofits.
- Sustainability education is woven into the customer journey—through in-store classes, blogs, and stewardship campaigns.
By blending education, advocacy, and commerce, REI amplifies its environmental impact far beyond retail transactions.
Labor Relations: A Complex Chapter
One of REI’s biggest ethical tests has been labor. Since 2022, workers at several stores have unionized, citing concerns over fair pay and scheduling. While REI has emphasized inclusivity and progressive values in marketing, critics argue that resisting union efforts undermines those claims.
In 2024, REI was the subject of ongoing unionization disputes, reflecting a tension between its image as a values-first company and the reality of retail labor relations. Addressing these concerns transparently will be critical to maintaining REI’s credibility as both a sustainability leader and an ethical employer.
Community Impact and Advocacy
REI doesn’t shy away from using its platform for broader advocacy:
- It regularly closes stores on Black Friday to encourage people to #OptOutside rather than shop—sacrificing a peak retail day to send a cultural message.
- The co-op invests millions annually in grassroots nonprofits focused on public lands, inclusion in the outdoors, and climate action.
- In 2023, REI reinforced its stance on inclusion and equity, even as political tensions around diversity, equity, and inclusion (DEI) grew nationwide.
Sustainability: Progress & Gaps
Where REI Leads:
- 100% renewable electricity across all operations for a decade
- 90% waste diversion, with scaled circular resale and repair programs
- Strong supply-chain product standards, with verified certifications
- Governance structure that integrates sustainability leadership
Where Gaps Remain:
- No explicit near-term net-zero climate target
- Limited third-party climate certifications for emissions accountability
- Labor tensions over unionization highlight gaps between values and workplace practice
Final Thoughts
REI remains a standout in outdoor retail—powering operations with renewables, embedding circularity into product life cycles, and pushing supply chains toward more responsible practices. Its cooperative structure reinforces accountability to people and planet rather than Wall Street.
Yet, the co-op is not without challenges. Union disputes and the lack of a near-term net-zero target reveal the complexity of living up to its ideals. Transparency, consistency, and employee empowerment will be vital as REI continues leading the charge for sustainable, ethical retail.
For consumers, REI offers a blueprint: shopping can align with stewardship, but the most powerful change comes when brands own both their progress and their shortcomings.
Reader Interactions