REI Co-op Partners with Bontrager to Bring Top Name in Components and Accessories to REI Customers


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Partnership brings together two authentic outdoor focused brands that share a belief in bringing thoughtfully designed specialty cycle gear to more people, so they can enjoy life on two wheels.

REI Co-op and premier bicycling brand Bontrager are teaming up to bring an assortment of Bontrager apparel, accessories and components to REI customers. The co-op has a long-standing relationship with Brontrager’s parent company Trek through the sale of Electra bikes, Trek has allowed all Trek and Electra retailers to carry Bontrager products. This new partnership marks an exciting step forward for two companies who believe in getting people to spend more of their lives on two wheels.

“Bontrager is considered one of the leading specialty brands in the bike industry, especially in parts and accessories. They have a broad assortment and are well known for their highly engineered products,” says senior category merchandising manager, René Costales. “This is an opportunity for us to add even better products into our assortment for our members and customers.”

Beginning March 14, REI customers will see a broad range of Bontrager products through the co-op’s cycle offering. From apparel and accessories including helmets, shoes and lights to the innovative components Bontrager is known for, REI customers will have a strong assortment to choose from.

“Our members have been asking for this brand, we’re listening to them and delivering the assortment they want,” adds René. “Bontrager fits well into our assortment and they’re one of the top brands of the industry. We’re excited to offer this to our members.”

Over the past few years the co-op has evolved its cycle program across the enterprise. This includes enhancements to shop services such as faster turn-around times for customers, scaled up sales and tech training for employees, and an expanded demo bike fleet. This evolution is supported by expanded access to several premium bike brands nationwide, including Cannondale, Bontrager, GHOST, Salsa and more, online and in select stores.

“Some of the best people in the bike industry work on this brand,” says René. “A partnership like this can transcend a purely transactional relationship. It becomes more around what kind of influence can we have around the broader shared mission of helping people enjoy a life outside.”

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