REI: An Ethical Consumer Cooperative Recreational Equipment Incorporated (REID is a national retail employees and customers, but includes all stakeholders. Ethi cooperative famous for its outdoor apparel and equipment. A cal conduct is at the core of its culture. cooperative consists of individuals who have joined togetherThe concept of REI originated during the 1930s wher to secure the benefits of a larger organization. In the case of Lloyd Anderson, a member of the Pacific Northwest Moun REI, the company is organized as a consumer cooperative. taineers, was looking for a high-quality ice axe at a reasonable Members of the cooperative receive a portion of the organiza- cost. After searching without success, Anderson found what he tion's profits annually based on a percentage of their eligible needed in an Austrian Alpine Gear catalog for $3.50. His find purchases, receive discounts on products and classes, and can excited the climbing community around Seattle, prompting vote for board members. REI has 5.1 million active members Anderson to envision a local business that would carry items and generated revenues of $2.2 billion for mountain climbers at reasonable prices. In 1938 Lloyd Customers are only the beginning of REI's stakeholder Anderson and his wife Mary, along with 21 fellow climbers, orientation. The company also values its communities and founded an outdoor gear consumer cooperative. At first the the issues that are important to them through philanthropic cooperative was focused specifically on mountain climbing activities and advocacy efforts. It shows its concern for the Its first full-time employee and eventual CEO was John Whit- environment by promoting and practicing environmentally- taker, the first American to successfully climb Mt. Everest. friendly behaviors. As a result, REI maintains a strong focus Yet over the years REI grew to include gear for camping and on all stakeholders, an emphasis that has encouraged the orga- hiking, bicycling. fitness, paddling, and more. Today it is the nization to offer superior goods and services in areas such largest consumer cooperative in the United States. as mountain climbing, camping, and other outdoor activities. EI Maintains Customer Satisfaction REI's values include authenticity, quality, service, respect, integrity, decency, and balance. These values are at the heart REI operates more than 143 retail stores in 35 states. To help of the company's work environment and are reflected in each customers choose the right product, REl retail locations con of their activities. The ethical culture of REl is not just about tain features like bike trails and rock ctimbing walls that allow