Greenlight

Frequently Asked Questions

• When are Greenlight applications due?

  For our current round of Greenlight applications, they must be submitted through this page by 11:59 PM on Tues, Nov. 30. The next timeframe to apply will be at the beginning of 2022.

• What should the video include? Is there an example?

  Although we can’t share a pitch video example, we can share some tips. Your video doesn’t have to be professionally produced—using your cell phone is fine! We care about seeing your product and hearing your story. Remember to keep your video under three minutes long. Upload it to a location where we can access and view, such as YouTube, Vimeo, Dropbox, Google Drive, or your company website.

• How can I get attachments to you? Can I email a merchant directly? 

  Right now, the Greenlight application doesn’t offer a way to collect attachments. We recommend using the pitch video to share any images. Once your application is reviewed, our merchandising team will be in contact if they’re interested in meeting to learn more. If so, you’ll have a chance to share additional materials. It is not possible to contact merchants directly.

• My product fits into several categories. Should I do multiple applications?

  Please only submit your application once. If the merchant responsible for the one category you selected isn’t interested, but they think another category might be a better fit, they will share your application with the appropriate merchandiser(s).

• Can I apply if I have an app? What about a product containing CBD (cannabidiol)?

  Greenlight is intended for retail products that are market-ready or very close, not apps. REI doesn’t sell products containing CBD.

• Can I apply if I just have an idea? If I apply, does REI own the idea or part of my business?

  Greenlight is only accepting applications for products and brands that already exist. Path Ahead Ventures may be open to earlier-stage products and brands. Applying through Greenlight does not affect your legal rights to your business or copyrights—you retain full ownership.

• I’m a customer and want to share this cool company.

  That's rad! Unfortunately, we don’t have a program in place right now to collect that information. Consider reaching out to that brand to let them know about Greenlight and tell them you'd love to see their product at REI.

• Did you get my application? When and how will I hear back? Can I check my application status?

  If you get a confirmation email from us after you apply, you'll know we received your application. If you don't receive a confirmation email within an hour it means your application didn't submit properly or there was an issue with the email address you provided. Be sure to check your email spam folder! At this time, there’s no way for applicants to track or check the status of a submitted application. If you submit an application before 11:59 PM on Nov. 30, you'll receive email communication no later than the first week of January 2022.

• I applied but haven’t heard back. Is it still being considered? Can I re-apply in the future?

  Depending on application volume, it may take up to 8 weeks to hear from us regarding your application. We know you're anxious to hear back—thank you for your patience. As for re-applying after a "no, thank you," unless a significant change has occurred with your product and/or market readiness, we recommend waiting at least a full calendar year before considering applying again. If you've received two declines over the course of a couple of years, your product just might not be the right fit for REI.

• What is the review process? If accepted, what’s next? Does that guarantee my product will be sold at REI?

  Every application is reviewed by the merchant responsible for the category you self-select in the application. Every application receives a response. If it seems like a fit, we'll invite you to an interview to kick off the full product review process. There is no guarantee your product will be sold at REI.