To remain a successful cooperative business, we operate using the following framework

Purpose: To inspire, educate and outfit for a lifetime of outdoor adventure.

REI Values

REI's values guide our culture, character and actions. We hold ourselves accountable to six core values and this commitment is evident in how we work with each other, our members and customers, business partners, and communities.

Authenticity: We are true to the outdoors.
Quality: We provide trustworthy products and services.
Service: We go the extra mile for our members, customers, colleagues and communities
Respect: We nurture a culture that is welcoming and respectful of all people and the environment.
Integrity: We live by a code of rock-solid ethics, honesty and decency.
Balance: We work smart and have fun.

Guiding Principles

In conducting REI's business, REI's management and staff are charged with doing so in a way that follows a simple set of principles. These guiding principles provide the framework for the way in which REI's business is planned, guided and executed.

Market-Driven

We listen, understand and shape our business around the needs of our members and customers. To remain relevant and inspire participation in outdoor recreation we seek to understand and serve a spectrum of customers who vary in age, skill level and preferred activities and tailor our business to serve those who choose to shop with us.

Employee Excellence

We champion a work environment that adheres to ethical standards and fosters respect for employees and business partners as we work to uphold REI's purpose and build our co-op's long-term success. We work to attract highly talented and motivated employees who share our values and reflect the diversity of our communities. We create a work environment that inspires and fosters engagement, and that allows people to grow and develop while enjoying their work as they contribute to REI.

Model Financial Performer

Strong financial performance ensures the co-op's health and fulfills the expectations of our members and employees. To achieve this, we are committed to operational excellence in the way we run our business, and we will reinvest in REI to ensure the sustainable growth of our core business while capturing new opportunities. At the same time, we maintain our commitment to sharing our profits with our members, employees, communities and the natural world upon which our business depends.

Environment and Social Responsibility

REI operates its business in an ethical and sustainable way. We recognize our responsibilities and our opportunity to model a new standard for business today through thoughtful stewardship of the natural world, respectful treatment of the people whose lives we touch and giving back generously of our resources and time. Through our operations, we are committed to having a positive impact on our communities and the planet.

REI—The Consumer Cooperative REI's Purpose, Values and Guiding Principles
Facts About REI REI's Board of Directors About This Report
Stewardship report brochure(403KB PDF)