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REI — Company research | Choice 38 Choice score Out of 100

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In April 2025, CEO Mary Beth Laughton apologized to REI members and retracted the company’s January endorsement of Doug Burgum, now President Trump’s interior secretary. REI said the endorsement was a mistake amid customer backlash and concerns about public-land policy; Laughton said the company would work to defend public lands and waters.

You decide Political spending
Sources
https://mynorthwest.com/local/rei-retracts-endorsement/4074686
REI initially supported Burgum, highlighting his extensive outdoor recreation experience. However, backlash from customers and growing concerns over the Trump administration’s public land policies—such as drilling and land sales—led REI to withdraw the endorsement.

In April 2024, REI announced updated Product Impact Standards for its products and more than 1,000 brand partners. The requirements included emissions measurement and reduction targets, while new measures addressed price equity across sizes, inclusive design and chemical management. REI reported that nearly 63% of its 2023 sales came from brands with measured emissions and aligned targets.

In favor Other findings
Sources
http://web.archive.org/web/20260227153149/https://www.forbes.com/sites/kaleighmoore/2024/04/22/rei-co-op-raises-standards-for-sustainability-and-inclusion-in-retail/
REI Co-op recently announced an update to its Product Impact Standards, which are part of REI's strategy to mitigate environmental impacts and promote inclusivity through the products it sells and its supply chains.

Bloomberg reported in March 2026 that REI planned lower starting pay for hires from July 1 and reduced benefits for current employees. Later that month, the REI Union authorized a boycott of the anniversary sale, with a final decision expected by May 1. REI said it was disappointed, defended the sale and said it remained ready to bargain.

Against Labor & working conditions
Sources
https://www.bloomberg.com/news/articles/2026-03-11/rei-plans-to-cut-pay-of-new-hires-and-reduce-employee-benefits
Recreational Equipment Inc. plans to cut its pay rates for new hires and reduce benefits for current employees, a fresh flashpoint between the struggling retailer and its unionizing workforce.
https://www.retaildive.com/news/rei-union-anniversary-sale-boycott/815830/
The boycott vote was a response to REI’s decision earlier this month to declare an impasse in negotiations with the union — a labor collective of 11 REI stores backed by various United Food and Commercial Workers and Retail, Wholesale and Department Store Union locals. This is a legal maneuver that allows the retailer to take unilateral steps, including ones that had been rejected by the union. In February, REI went ahead with changes to retirement plans, vacation time and sick time that the union is against.

On March 1, 2018, REI said it was putting future orders for Vista Outdoor products on hold while it assessed the company’s response. REI cited Vista’s lack of a public action plan after the Florida school shooting; customers had petitioned REI to cut ties. The hold covered products from Vista’s brands, not a confirmed permanent end to sales.

In favor Firearms
Sources
https://www.sltrib.com/news/business/2018/03/02/major-retailers-boycott-utah-outdoor-gear-company-over-guns/
On Thursday evening, REI said it was suspending its orders for Vista Outdoor products.
https://fortune.com/2018/03/02/rei-vista-outdoors-nra/
Outdoor retailer REI plans to discontinue sales of five brands after customers pressured the company to sever its relationship with a major manufacturer with close ties to the National Rifle Association.
https://www.business-humanrights.org/en/latest-news/rei-mountain-equipment-co-op-stop-selling-major-outdoor-brand-with-nra-ties/
CamelBak water bottles, Bell bicycle helmets, Giro ski goggles — these products are all owned by Vista Outdoor, which includes gun and ammo makers among its brands and has a strong connection to the National Rifle Association. And that’s part of the reason REI, a nationwide outdoor retailer and consumer co-op, announced Thursday evening that it would no longer be ordering CamelBak, Bell, Giro or any other of the 50 Vista Outdoor brands to sell in its stores... The company joins others that have taken a stand against military-style weapons and the NRA lobby by discontinuing sales, making it harder to buy weapons or, as in this case, cutting ties in the wake of the Florida school shooting last month that left 17 teenagers and educators dead... REI was at least the second company on Thursday to announce its split from Vista Outdoor products. The other was Mountain Equipment Co-Op, an outdoors equipment retailer that said it had received an overwhelming number of requests from its members to stop helping a gun manufacturer profit by selling its products.

A study by Students for International Labor Solidarity and the University of Massachusetts-Amherst Labor Center alleges that REI contractors in Southeast and East Asia and Central America violated labor and human rights. REI said it works to hold supply partners to high standards, addresses issues when possible, and condemns worker exploitation.

You decide Labor & working conditions
Sources
https://www.business-humanrights.org/en/latest-news/rei-alleged-to-use-overseas-suppliers-that-violate-labor-and-human-rights/
A new report alleges that REI uses contractors that violate labor and human rights in Southeast and East Asia and Central America.

In May 2015, a federal magistrate judge preliminarily approved REI’s $2.5 million settlement with about 5,000 former California employees. They alleged the retailer failed to pay minimum wage and overtime. The report describes preliminary approval, not a final court ruling on the claims.

Against Labor & working conditions
Sources
http://web.archive.org/web/20151001100122/http://www.law360.com:80/articles/652436/rei-settles-ot-class-action-for-2-5m
Law360, New York (May 6, 2015, 2:21 PM ET) -- A federal magistrate judge on Tuesday granted preliminary approval of a $2.5 million settlement between Recreational Equipment Inc. and about 5,000 former employees in California who claim the sporting goods store failed to pay minimum wage and overtime.

REI said the Science Based Targets initiative approved its emissions targets in 2023. They call for a 47% reduction in direct Scope 1 and 2 emissions by 2030 from a 2019 baseline, and a 90% cut across Scopes 1–3. REI aims for net-zero value-chain emissions by 2050 and said it wants suppliers representing 41% of emissions to adopt science-based targets by 2025.

In favor Climate & energy
Sources
https://www.supplychaindive.com/news/rei-sbti-climate-targets-greenhouse-emissions/696182/
REI Co-Op’s targets for cuts to its greenhouse gas emissions have been approved by the Science Based Target initiative, the outdoor retailer said in a company post last week.
https://www.supplychaindive.com/news/rei-sbti-climate-targets-greenhouse-emissions/696182/
The retailer is aiming for net-zero emissions by 2050, and is pushing some of its suppliers to adopt certified targets by 2025.

A 2025 National Employment Law Project survey of 219 workers at 10 unionized REI stores found 47% had witnessed or experienced racial discrimination; one in five workers of color said they personally faced it. Workers also described other discrimination and reduced inclusion efforts. REI said discrimination has no place at the co-op and reaffirmed its commitment to inclusion.

You decide Labor & working conditions
Sources
https://www.fastcompany.com/91333175/unionized-rei-workers-allege-racial-discrimination
In a new report from the National Employment Law Project, 47% of REI workers surveyed say they encountered discrimination on the job.
https://www.fastcompany.com/91333175/unionized-rei-workers-allege-racial-discrimination
REI has long enjoyed a reputation as a progressive company that promises strong benefits and promotes a culture of inclusion and sustainability. As a consumer cooperative, the outdoor retailer has also eschewed a typical corporate structure. But in recent years, against the backdrop of a union drive, some workers have described a culture at odds with REI's purported values. Despite successful union efforts at 11 of its 180 total stores, REI workers have not managed to successfully negotiate a contract with the company. The National Labor Relations Board is also currently looking into dozens of unfair labor practice charges brought by workers. Last week, REI members voted against the company's slate of board candidates, following a union campaign urging them to protest that REI did not allow labor-backed candidates on the ballot. A new report from the National Employment Law Project finds that many REI workers say they have encountered discrimination on the job. In a survey of 219 workers across 10 unionized stores, nearly half—47%—said they had witnessed or experienced some kind of racial discrimination. Among workers of color, one in five said they had personally faced discrimination at the company. In a statement to Fast Company, REI said the following: "Discrimination has no place at REI. The safety, well-being, and inclusion of our 15,000 employees are non-negotiable priorities for our co-op. We take any concerns about our work environment seriously, including those expressed by the 219 survey respondents. REI has strong policies, procedures and resources in place to help prevent bias and foster a workplace where all individuals are treated with dignity and respect." REI's own accounting of its demographics indicates the company has struggled to attract and retain Black and Latino workers. In its 2023 Impact Report, the company said 3.3% of its retail workforce was Black, while 9.6% identified as Hispanic and 6% as multiracial. REI acknowledged that the company was "not as racially diverse as the communities we serve." Many workers surveyed by NELP also claimed that the company's DEI strategy had been noticeably pared back since 2021, and that REI's commitment to conducting racial equity trainings and investing in other initiatives to promote inclusion had wavered. (The company had brought on a chief diversity and social impact officer in 2021 but reportedly eliminated
https://www.fastcompany.com/91333175/unionized-rei-workers-allege-racial-discrimination
But in recent years, against the backdrop of a union drive, some workers have described a culture at odds with REI’s purported values. Despite successful union efforts at 11 of its 180 total stores, REI workers have not managed to successfully negotiate a contract with the company. The National Labor Relations Board is also currently looking into dozens of unfair labor practice charges brought by workers. Last week, REI members voted against the company’s slate of board candidates, following a union campaign urging them to protest that REI did not allow labor-backed candidates on the ballot.

In March 2025, NLRB investigators alleged REI excluded workers at nine unionized stores, including Berkeley, from merit raises and bonuses given to non-union employees. REI said it was negotiating pay and benefits with unions and had implemented no pay changes, so nothing was being withheld. A hearing was scheduled for Dec. 9 unless the company settled.

Against Labor & working conditions
Sources
https://www.kqed.org/news/12032259/rei-punished-unionized-workers-in-berkeley-by-holding-back-raises-labor-board-alleges
National Labor Relations Board investigators allege REI illegally excluded employees in Berkeley and eight other unionized stores from merit raises and bonuses.

On Feb. 7, 2011, a Washington appeals court affirmed that REI was strictly liable under state product-liability law for injuries Monika Johnson suffered when a carbon-fiber bicycle fork failed in 2007. Aprebic made the part, but REI sold it under its Novara brand. Johnson died in a separate backcountry skiing accident on Feb. 1.

Against Manufacturing
Sources
https://www.courthousenews.com/rei-loses-liability-suit-for-defective-bike-part/
SEATTLE (CN) – Recreational Equipment Inc. is responsible for a defective bicycle part manufactured by another company and sold under the REI brand, a Washington appeals court ruled, just days after the plaintiff died in a backcountry skiing accident. Monika Johnson sued REI after a defective carbon fiber fork on her bicycle caused her to crash in 2007 and sustain serious injuries. The bike and part were manufactured by Aprebic Industry Company, but sold under REI’s brand name Novara. The appellate court agreed with the trial court’s ruling that REI has the liability of a manufacturer under the Washington Product Liability Act. “Accordingly, we affirm the trial court’s ruling that Recreational Equipment, Inc. (REI) is not entitled to seek to allocate fault to the manufacturer of the defective product that REI branded as its own,” Judge Stephen Dwyer wrote for the court’s three-judge panel on Feb. 7. “We also conclude that the trial court erred neither by finding REI strictly liable for the injuries caused by the defective product nor by ruling that any third party claim by REI against the manufacturer would be severed for trial.” Johnson died during a ski trip on Feb. 1, when a snow ledge she was standing on broke, dropping her down a mountainside and burying her under snow, according to the Seattle Times.

After social media users questioned an Instagram ad showing a distorted bicycle, REI said Meta had auto-enrolled it in an AI personalization tool that altered a vendor-provided image. The company said it had unenrolled, apologized for the confusion and said the image did not reflect its values. The article reported the ad ran for about a week.

Against AI & automation
Sources
https://www.fastcompany.com/91562948/rei-faces-backlash-over-ai-generated-ad-suspicions-so-much-for-caring-about-the-environment
“Meta auto-enrolled us in an AI personalization tool that produced an inaccurate and inappropriate alteration of a vendor-provided image in some of our ads,” read the statement from an REI spokesperson.

A WIRED report published September 4, 2026, said court filings allege Homeland Security Investigations subpoenaed REI in March for transaction records of everyone in the Minneapolis–St. Paul area who had bought a particular dark green beanie since 2024. REI did not say whether it complied or how many customers were affected.

You decide Privacy & surveillance
Sources
https://www.wired.com/story/ice-wants-to-know-who-bought-a-certain-green-beanie-from-rei-in-the-last-2-years/
New court filings allege that Homeland Security Investigations agents subpoenaed the outdoor retailer in March, requesting the transaction information for “all persons” in the greater Minneapolis–St. Paul area who had purchased a specific type of dark green beanie from the company since 2024. REI did not respond to questions about whether it had complied with the request and, if so, how many people are affected.

On March 29, 2024, a federal court ruled that plaintiff Jacob Krakauer lacked standing to sue REI over claims that it deceptively marketed waterproof clothing containing PFAS as safe and sustainable. The court cited his failure to test the jacket or same model and to show he overpaid. REI disclosed some PFAS; other claims were deemed too vague.

Against Corporate conduct
Sources
https://news.bloomberglaw.com/litigation/rei-defeats-lawsuit-over-pfas-forever-chemicals-in-clothing
Recreational Equipment Inc. defeated a proposed class action alleging it deceptively markets waterproof clothing as safe and sustainable when they contain per- and polyfluoroalkyl substances.
About & ownership
Category
Specialty Retailers
Website
rei.com
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