REI (Recreational Equipment Inc.) is America’s largest outdoor retail co-op with 24+ million members. The hashtag documents gear purchases, annual dividend checks, garage sales, and the viral #OptOutside Black Friday campaign.
History
Founded 1938 as a climbing gear co-op, REI grew to 180+ stores by 2020. The co-op model ($30 lifetime membership) offers annual dividend (10% of eligible purchases returned) and democratic governance (members elect board).
REI Garage Sales
Used/returned gear sold at steep discounts (50-80% off). The hashtag documents treasure hunting, camping gear scores, and the competitive rush when doors open. Online garage sales launched 2019.
#OptOutside Campaign
Launched 2015, REI closed all stores on Black Friday and paid employees to spend the day outdoors. The hashtag became cultural phenomenon, with millions posting outdoor adventures instead of shopping. By 2019, 170+ other companies joined the movement.
Member Benefits
10% annual dividend, member-only sales (20% off single item), voting rights, gear rentals, outdoor classes (skiing, kayaking, navigation), and access to REI Adventures guided trips.
Co-Op Culture
The hashtag celebrates outdoor community, first-timer gear purchases, employee expertise, and the philosophy that time outdoors matters more than consumerism.
Competitor Landscape
Dick’s Sporting Goods (mass market), Backcountry.com (online specialist), and local outdoor shops compete, but REI’s co-op model creates unique brand loyalty.
Sources: REI Co-op, OptOutside