Recreational Equipment Inc. (REI) was founded in the 1930’s as a co-op for climbers to acquire quality gear. As a major (US) retailer of outdoor equipment and gear, REI has been a leader in sustainability with everything from their products and packaging design, retail building efficiency and contributions to environmental conservation and outdoor recreation. This mini-case offers students an opportunity to explore the “Catalyzing Experiences” section of REI’s new sustainability integration initiative. Looking at the new sharing economy and innovative business models will challenge students to develop creative solutions to the consumption-based economic model of traditional retailers.
Lawless, Joe, "Sustainable Innovation at REI" (2015). MICCSR Case Studies. 1.