REI

Prof. Cohen FASM 245 Samantha Lown

Allegra St. Clair

Tess Burns

Sidney Yost

Faith Devlin

PART ONE I. Mission II. Values & Identity III. History IV. Size V. Customer Base VI. Scope

“REI is a national outdoor retail co-op dedicated to inspiring, educating, and outfitting its members and the community for a lifetime of outdoor adventure and stewardship.�

VALUES

“Stewardship is a choice and a mindset.

It means that we look at our business differently, and we take individual responsibility for making a positive lasting impact.�

- Jerry Stritzke, REI President and CEO

VALUES Committed to: the environment the community a work-life balance having fun outdoors

ENVIRONMENT Donates millions to support conservation efforts worldwide Sends volunteers to clean up and restore communities More than 70% of annual profits goes back to the outdoor community All facilities run on 100% renewable energy Built country’s first and largest Net Zero Energy and LEED Platinum distribution center

COMMUNITY Encouraged the Outdoor Retailer Tradeshow to leave Utah, in response to the state government’s stance on the use of public land Teaming up with nonprofit groups nationwide to improve and extend trail networks Donated more than $850,000 to the National Park Foundation for the park’s hundredth birthday

WORK-LIFE BALANCE In 2015, announced plans to close on Black Friday and pay their employees to be outside #OptOutside In 2016, more than 450 partners opted outside and hundred of state parks opened for free “Town Hall” style quarterly meetings Featured on Fortune’s “100 Best Companies to Work For” for 20 years

HAVE FUN OUTDOORS Employees get 2 extra paid days off every year to go outside Employees get gear discounts and paid sabbaticals Following President Trump’s executive order on immigration, REI CEO made a public statement against the ban

IDENTITY Authenticity - We are true to the outdoors Quality - We provide trustworthy products and services Service - We serve others with expertise and enthusiasm Respect - We listen and learn from each other Integrity - We live by a code of rock-solid

ethics, honesty, and decency

Balance - We encourage each other to enjoy

all aspects of life

HISTORY

HISTORY 1938 - Lloyd and Mary Anderson formed Recreational Equipment, Inc.

“Intent of the founders of this organization was to secure sufficient membership to make group buying possible; to distribute the goods with as little overhead expense as possible, using membership cooperation with the work as much as possible; to gradually build up a reserve for purchasing stock; to have the membership fee ($1.00) so that everyone interested will be financially able to join.�

-November 30, 1938

HISTORY 1944 - First retail location opened in Seattle, WA

1953 - First employees were hired 1975 - Second retail location opened in Berkeley, CA

1979 - Jerry Horn, former executive for

Sears, was named president, leading to a period of rapid expansion

HISTORY 1987 - First East Coast retail location opened in Reading, MA

2000 - Japan store opened and closed the following year

2005 - Sally Jewell was named president 2013 - Jerry Stritzke is the current president

SIZE 6,000 employees 154 stores in 30 states Revenue from 2016 : $2.56 billion In 2016, REI members received a record of $193.7 million in annual dividends and credit card rebates

SIZE Owns the country’s most sustainable distribution center Largest co-op in the U.S. with 16 million members In 2016, REI’s 300 nonprofit partners benefited more than 1,000 outdoor places across the country

CUSTOMERS 35-55 Travel and outdoor enthusiasts Passionate about philanthropy Loyal customers Believe in quality products

REACHING CUSTOMERS Social Media

Classes and Events

Advice Columns

Adventure Trips

MEMBER PROFILES

SCOPE

PADDLE

CLIMB

CAMP & HIKE

YOGA

RUN

CYCLING

CLOTHING

TRAVEL

SNOW

FEATURED BRANDS REI Co-op

Patagonia

Osprey

Prana

Go Pro

The North Face

Camelback

Yakima

OTHER OFFERS Adventure Trips Classes/ Outings/ Events REI Garage

PART TWO I. Mission II. Marketplace III. Competitors IV. External Trends

MARKETPLACE

OUTDOOR RECREATION Consumer spending annually (2016): • $887 billion on all outdoor recreation • $184.5 billion on products • 16% of total annual consumer spending Supplies 7.6 million American jobs (2016) DOLLARS SPENT IN GEAR, ACCESSORIES, & VEHICLES IN AMERICA (In Billions) Camping - $31.21 Snow Sports - $12.50 Trail Sports - $25.30 Water Sports - $29.00 Wildlife Watching - $12.30 Other - $74.20

Total $184.5 billion

40 % 6%

17 %

7%

14 % 16 %

OUTDOOR PARTICIPATION More than 142 million Americans (48.4% of US population) participated in an outdoor activity at least once in 2015 Young adults (ages 18 - 24) experience a 5% increase, the biggest boost in participation among age groups The biggest motivator - exercise Outdoor participants (2016) of ages 6 and up: •46% Female •54% Male

2015 REVENUE IN SPORTING GOODS, FOOTWEAR, & APPAREL

12

10

In Billions

$9.50

8 $6.90

2015 REVENUE IN SPORTING GOODS, FOOTWEAR & APPAREL

6 $4.60 $4.40 $4.30 4

$3.50 $3.48

$2.50 $2.31 $2.20 $2.06 $1.95 $1.80

2

$1.61 $1.55 $1.37 $1.27 $1.25 $1.20 $1.20

0 Walmart

Dick’s Academy Sporting Sports + Goods Outdoors

Target

Bass Pro Group

Nike

Cabela’s

The Amazon Sports Authority

REI

Lululemon Athletica

Foot Finish Line L.L.Bean Locker Inc.

Kohl’s

Gander Mountain

Costco Journey’s

Champs Fanatics Sports

UNITED STATES

Spending on outdoor recreation by region Middle Atlantic

Pacific

$89.8 billion - 10% 12 stores - 7.8%

$149.6 billion - 17% 50 stores - 32.5%

New England $51.5 billion - 6% 8 stores - 5.2%

Mountain $104.5 billion - 12% 23 stores - 14.9%

West South Central $85.2 billion - 10% 13 store - 8.4%

West North Central $60.4 billion - 7% 6 stores - 3.9%

East South Central $56.4 billion - 6% 3 stores - 1.9%

East North Central $110.3 billion - 12% 13 stores - 8.4%

West

Pacific Mountain

Midwest

West North Central East North Central

South Atlantic

Northeast South Middle Atlantic New England

West South Central East South Central South Atlantic

$179.1 billion - 20% 27 stores - 17.5%

MARKET SHARE

MARKET SHARE OUTDOOR APPAREL $184.5 billion

OUTDOOR APPAREL $184.5 billion

REI

$2.56 billion 1.38% WOMEN’S JACKETS

$11.61 billion 6%

REI WOMEN’S JACKETS $160.2 million 0.09%

COMPETITORS

REVENUE OF COMPETITORS FROM 2014 - 2016 (in Millions) 2016

2015

2014

7,271

Dick’s

Patagonia

6,814.5 6,213 800 694 570

L.L. Bean

1,600 1,600 1,610

REI

2,560 2,400 2,200

WOMEN’S JACKET CATEGORIES

STORES

EMPLOYEES

PRODUCT CATEGORIES

REI

154

12,900

596

7

DICK’S SPORTING GOODS

644

37,200

115

4

L.L.BEAN

56

5,000

146

7

PATAGONIA

27

1,000

55

10

LOWEST

HIGHEST

REI

$70.00

$899.00

DICK’S SPORTING GOODS

$55.00

$450.00

L.L.BEAN

$59.95

$499.00

PATAGONIA

$79.00

$899.00

DICK’S SPORTING GOODS “Our mission is to be recognized by our customers as the #1 sports and fitness specialty omni-channel retailer that serves and inspires athletes and outdoor enthusiasts.”

Founded by Dick Stack in 1948 in Binghamton, New York Dick’s son Edward became the CEO in 1984 Began expanding in the 1990’s Headquartered in Coraopolis, Pennsylvania

VALUES DICK’S

REI

•Driven - play to win

•Authenticity - true to the outdoors

•Committed - believe in relentless improvement

•Quality - trustworthy products

•Skilled - focused and precise

•Service - serve other with expertise and enthusiasm

•Passionate - live for your sport, your team, your community

•Respect - listen and learn

•Believe in a better world through sports

•Balance - enjoy all aspects of life

•Focus on youth

•Integrity - code of ethics and honesty

•Committed to the environment, community, work-life balance, and having fun outdoors •More focus on adult

PHILANTHROPY & DONATIONS DICK’S

REI

•Partner with supporting teams, leagues, and athletes

•Give back profits to members and non-members

•In 2014, the DICK’S Sporting Goods Foundation announced a $25 million multiyear commitment to underfunded youth athletic programs across the country

•Since 1976, REI Co-op has invested more than $77 million for outdoor stewardship •REI Foundation and Mary Anderson Legacy Grant honor the founder’s 100th birthday by allowing member to donate unused dividend to REI Foundation •Force of Nature Fund - grants for women and girls

PRODUCTS DICK’S

REI

•Support Youth Sports - a great place for a family to shop

•Focus is more on equipment and less on sports or clothing

•Group by Men’s, Women’s, and Youth

•Camp & Hike •Climb •Cycle •Paddle •Run •Snow •Travel •Yoga •Men •Women •Kids •Deals •More

•Shop by Sport •Footwear •Apparel •Outerwear •Accessories •Fan Shop •Featured Brands

L.L.BEAN Founded in 1912 by Leon Leonwood Bean Transformed by his grandson Leon Gorman into a globally recognized brand Headquartered in Freeport, Maine Privately held and family-owned company Well known for their L.L.Bean Boots - waitlist

RETURN POLICY L.L.BEAN • “Our guarantee is a handshake - a promise that we’ll be fair to each other.”

• Take it back at any time, for any reason

REI • Return or replace goods within one year of purchase • Exception: outdoor electronics must be returned within 90 days of purchase

CUSTOMER SERVICE L.L.BEAN

REI

• Based in Maine with two contact centers

• Based in Kent, Washington

• Operates 24 hours a day, 365 days a year

• Phone help 4am - 11pm PT

• #5 America’s Best Employer (2015)

•Online live help 5am - 10:30pm PT • #3 America’s Best Employer (2017)

PATAGONIA “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.�

Founded by Yvon Chouinard in 1973 Grew out of a small company that made tools for climbers Headquartered in Ventura, CA

BELIEFS PATAGONIA • Product design displays a bias for simplicity and utility • Use recycled polyester in many clothing items • Only organic, rather than pesticide-intensive cotton • Passionate about giving back: On Black Friday, Patagonia donated 100% of sales to grassroots organizations

REI • All products come with a 100% satisfaction guarantee • Design own line of awardwinning REI brand gear and clothing

INCLUSIVITY PATAGONIA

REI

• Patagonia Provisions:

• Force of Nature:

Products of forward-thinking ranchers, farmers, and fisherman who embrace growing methods that generate and restore our resources, rather than depleting them

Launched in 2017, an expansive public effort to create more opportunities for women and girls to enjoy the outdoors

EXTERNAL TRENDS

EXTERNAL TRENDS Customer •Increased interest in fitness and health Product •Casualness of everyday wardrobe Lifestyle •Leisure time

CUSTOMER Increased interest in fitness and health

•Committed to a healthy and active lifestyle

•Enjoy trying various class-based fitness activities and sharing experiences with friends •Participation rates (at least once a week) in intensive physical activities increased from 30.6% (2013) to 37.6% (2016) •Running - most popular activity, with 34% of respondents running at least once a week

Euromonitor Customer Lifestyle in the U.S.

PRODUCT Casualness of everyday wardrobe •The adoption of sportswear as everyday attire will remain a trend •Traditional apparel retailers have began targeting sportswear

Euromonitor Customer Lifestyle in the U.S. Euromonitor Why U.S.sporting goods retailers are struggling

LIFESTYLE Leisure time •The American work culture has led to people taking less and less time off work over the past two decades •53% of consumers did not take a single vacation day in 2016 •Technology has also made it hard for consumers to switch off after work

Euromonitor Customer Lifestyle in the U.S.

PART THREE I. SWOT II. Buying Plan III. Company Assortment IV. Big Store Assortment V. Small Store Assortment

S W O T

STRENGTHS Large and diverse product selection High quality goods Strong values and company culture

• Committed to the environment

• Committed to the community

• Committed to work-life balance

• Committed to having fun outdoors

Classes and events Strong customer engagement

WEAKNESSES Lack of fashion items and trends Lack of stores in some regions Higher price point Not as youth oriented as competitors Does not have a “hero item�

OPPORTUNITIES Growing sportswear market Increased profit growth Increased interest in fitness and health Athleisure Decreased leisure time

THREATS Increased competition in the sportswear market Competitors’ strengths Decreased leisure time Athleisure

6 MO. BUYING PLAN Planned Sales for Period

$132.47 M

% Planned Increase

5%

Sales (LY)

$126.16 M

Planned EOM for Period

$39 M

Initial Markup %

60%

Planned Reductions %

22%

AUG

SEPT

OCT

NOV

DEC

JAN

Sales Distribution

5%

10%

13%

25%

30%

17%

Stock-Sales Ratio

2.5

2.5

2.5

2.5

2.5

2.5

Reductions Distribution

15%

5%

5%

25%

15%

35%

PL Monthly Sales ($M)

6.62

13.25

17.22

33.12

39.74

22.52

PL Monthly BOM ($M)

16.56

33.12

43.05

82.79

99.35

56.30

PL Monthly EOM ($M)

33.12

43.05

82.79

99.35

56.30

39.00

PL Monthly Reductions ($M)

4.37

1.46

1.46

7.29

4.37

10.20

PL Purchases at Retail ($M)

27.56

24.64

58.42

56.96

1.06

15.42

PL Purchases at Cost ($M)

11.02

9.86

23.37

22.78

0.42

6.17

PLANNED SALES VS STOCK (in Millions) $120.00 $99.35

$100.00 $82.79 $80.00

$56.30 $60.00 $43.05 $33.12

$40.00

$20.00

$16.56

$13.25

$33.12

$39.74

$22.52

$17.22

$6.62 $0.00 1

2

Planned Monthly Sales

3

4

5

Planned Monthly BOM

6

ASSORTMENT

% OF TOTAL JACKET STOCK (In Million) Rain Jackets - $59.44 Fleece & Soft Shell- $11.32 Ski & Snowboard- $16.98 Running Jackets - $53.78 Wind Shells- $33.97 Down & Insulated- $107.56

Total Total $283.05 $280.05 Million Million

6%

12 %

19 %

4%

38 % 21 %

% OF DOWN & INSULATED Arc’teryx - $14.29 M The North Face - $11.79 M Columbia - $10.36 M Patagonia - $9.65 M

38 %

13 % 11 %

Mountain Hardwear - $9.65 M Marmot - $7.86 M REI Co-op - $2.50 M Other - $41.95 M

Total $107.56 Million

2%

7% 9 %

10 %

9%

DOWN & INSULATED Receipts ($M)

Unit Quantity for U.S. In-Store

Arc’teryx

14.29

25,894

The North Face

11.79

38,039

Columbia

10.36

51,814 The North Face $349.00

Patagonia

9.65

27,566

Mountain Hardwear

9.65

36,825

Marmot

7.86

31,196

REI Co-op

2.5

14,294

Other

41.95

105,662

Arc’teryx $875.00 Patagonia $549.00

% OF RAIN JACKETS Marmot - $10.37 M Columbia - $8.38M The North Face - $6.78 M Helly Hansen - $5.19 M Arc’teryx - $4.79 M Mountain Hardwear - $5.53 M REI Co-op - $3.59 M Other - $14.86 M

Total $59.44 Million

25 % 6%

9%

18 % 14 % 11 %

8% 9%

RAIN The North Face $199.00

Receipts ($M)

Unit Quantity for U.S. In-Store

Marmot

10.37

31,431

Columbia

8.38

56,605

The North Face

6.78

27,127

Mountain Hardwear

5.19

34,574

Helly Hansen

4.79

8,340

Arc’teryx

5.53

24,575

REI Co-op

3.59

23,936

Other

14.86

57,154

Marmot $90.00 Columbia $90.00

% OF FLEECE & SOFT SHELL Patagonia - $8.62 M The North Face - $7.58 M

31 %

Arc’teryx - $6.89 M Mountain Hardwear - $4.48 M Marmot - $4.14 M KUHL - $4.14 M REI Co-op - $1.38 M Other - $16.67 M

Total $53.78 Million

2%

8%

16 % 14 % 13 %

8% 8%

FLEECE & SOFT SHELL Receipts ($M)

Unit Quantity for U.S. In-Store

Patagonia

8.62

54,204

The North Face

7.58

52,305 Marmot $185.00

Arc’teryx

6.89

28,849

Mountain Hardwear

4.48

45,731

Marmot

4.14

31,822

KUHL

4.14

26,018

REI Co-op

1.38

18,386

Other

16.67

91,602

Arc’teryx $179.00 Patagonia $159.00

% OF SKI & SNOWBOARD Columbia - $6.14 M Arc’teryx - $2.89 M

18 %

Obermeyer - $2.89 M Mountain Hardwear - $2.53 M Burton - $1.81 M

9% 9%

47 %

7%

Patagonia - $1.45 M REI Co-op - $0.34 M Other - $15.96 M

Total $33.97 Million

4% 1%

5%

SKI & SNOWBOARD Receipts ($M)

Unit Quantity for U.S. In-Store

Columbia

6.14

18,337

Arc’teryx

2.89

4,818

Obermeyer

2.89

9,119

Mountain Hardwear

2.53

7,783

Burton

1.81

5,736

Patagonia

1.45

2,891

REI Co-op

0.34

1,359

Other

15.96

36,282

Obermeyer $259.00 Arc’teryx $625.00 Columbia $299.00

% OF RUNNING JACKETS Brooks - $7.64 M The North Face - $2.55 M Odlo - $1.70 M Patagonia - $0.85 M MPG - $0.85 M New Balance - $0.85 M REI Co-op - $0.68 M Other - $1.87 M

Total $16.98 Million

4%

5% 5% 5%

11 %

10 %

45 % 15 %

RUNNING Receipts ($M)

Unit Quantity for U.S. In-Store

Brooks

7.64

62,133

The North Face

2.55

14,641

Odlo

1.70

9,180

Patagonia

0.85

8,577

MPG

0.85

6,153

New Balance

0.85

7,076

REI Co-op

0.68

6,793

Other

1.87

15,066

The North Face $150.00 Odlo $100.00 Brooks $95.00

% OF WIND SHELLS Arc’teryx - $2.61M Patagonia - $2.61 M Marmot - $1.74 M The North Face - $0.87 M Odlo - $0.87 M ShortHill - $0.87 M REI Co-op - $0.11 M Other- $1.59 M

Total $11.32 Million

1%

14 %

8% 8% 8%

15 %

23 % 23 %

WIND SHELLS Marmot $125.00 Arc’teryx $229.00

Receipts ($M)

Unit Quantity for U.S. In-Store

Arc’teryx

2.61

13,064

Patagonia

2.61

21,071

Marmot

1.74

9,953

The North Face

0.87

10,877

Odlo

0.87

6,221

SportHill

0.87

5,443

REI Co-op

0.11

1,258

Other

1.59

12,287

Patagonia $89.00

BIG

TOTAL RECEIPTS: $3,999,653 % OF COMPANY SALES: 1.41%

SEATTLE, WA Down and Insulated

Fleece and Soft Shell

Receipts ($)

Unit Quantity

Arc’teryx

213,475

387

The North Face

176,117

Columbia

Receipts ($)

Unit Quantity

Patagonia

139,911

880

568

The North Face

103,422

148,040

740

Arc’teryx

Patagonia

156,626

448

Mountain Hardwear

156,626

Marmot

Rain Receipts ($)

Unit Quantity

Marmot

168,379

510

713

Columbia

119,679

809

94,020

393

The North Face

96,883

388

Mountain Hardwear

61,113

624

Helly Hansen

74,087

494

598

Marmot

56,412

434

Arc’teryx

68,388

119

127,621

506

KUHL

56,412

355

Mountain Hardwear

89,762

399

REI Co-op

43,750

250

REI Co-op

20,250

270

REI Co-op

55,500

370

Other

599,257

1,509

Other

227,341

1,249

Other

212,288

816

TOTAL

1,621,512

5,006

TOTAL

758,881

4,918

TOTAL

884,966

3,905

SEATTLE, WA Ski & Snowboard

Running

Receipts ($)

Unit Quantity

Columbia

67,810

202

Arc’teryx

31,911

Obermeyer

Wind Shells

Receipts ($)

Unit Quantity

Brooks

89,326

726

53

The North Face

31,430

31,911

101

Odlo

Mountain Hardwear

27,922

86

Burton

19,944

Patagonia

Receipts ($)

Unit Quantity

Arc’teryx

30,539

153

181

Patagonia

32,235

260

19,850

107

Marmot

21,490

123

Patagonia

10,477

106

The North Face

10,745

134

63

MPG

9,925

72

Odlo

10,180

73

15,955

32

New Balance

10,477

87

SportHill

10,180

64

REI Co-op

15,000

60

REI Co-op

15,000

150

REI Co-op

5,400

60

Other

176,226

401

Other

21,835

176

Other

18,527

144

TOTAL

386,679

998

TOTAL

208,319

1,605

TOTAL

139,296

1,010

UNITED STATES

Spending on outdoor recreation by region Middle Atlantic

Pacific

$89.8 billion - 10% 12 stores - 7.8%

$149.6 billion - 17% 50 stores - 32.5%

New England $51.5 billion - 6% 8 stores - 5.2%

Mountain $104.5 billion - 12% 23 stores - 14.9%

West South Central $85.2 billion - 10% 13 store - 8.4%

West North Central $60.4 billion - 7% 6 stores - 3.9%

East South Central $56.4 billion - 6% 3 stores - 1.9%

East North Central $110.3 billion - 12% 13 stores - 8.4%

West

Pacific Mountain

Midwest

West North Central East North Central

South Atlantic

Northeast South Middle Atlantic New England

West South Central East South Central South Atlantic

$179.1 billion - 20% 27 stores - 17.5%

SMALL

TOTAL RECEIPTS: $1,478,660 % OF COMPANY SALES: 0.52%

GREENVILLE, SC Down and Insulated

Fleece and Soft Shell

Receipts ($)

Unit Quantity

Arc’teryx

74,252

135

The North Face

61,258

Columbia

Receipts ($)

Unit Quantity

Patagonia

55,964

352

198

The North Face

49,249

53,833

269

Arc’teryx

Patagonia

50,120

143

Mountain Hardwear

50,120

Marmot

Rain Receipts ($)

Unit Quantity

Marmot

67,320

204

340

Columbia

54,464

368

44,771

187

The North Face

44,000

176

Mountain Hardwear

29,101

297

Helly Hansen

33,750

225

191

Marmot

26,863

207

Arc’teryx

30,996

54

40,839

162

KUHL

26,863

169

Mountain Hardwear

36,000

160

REI Co-op

12,994

74

REI Co-op

8,954

119

REI Co-op

23,250

155

Other

217,912

549

Other

108,257

595

Other

96,460

371

TOTAL

561,328

1,721

TOTAL

350,023

2,266

TOTAL

386,240

1,713

GREENVILLE, SC Ski & Snowboard

Running

Receipts ($)

Unit Quantity

Columbia

31,911

95

Arc’teryx

0

Obermeyer

Wind Shells

Receipts ($)

Unit Quantity

Brooks

39,701

323

0

The North Face

13,234

15,017

47

Oldo

Mountain Hardwear

13,150

40

Burton

0

Patagonia

Receipts ($)

Unit Quantity

Arc’teryx

13,573

68

76

Patagonia

13,573

109

8,822

48

Marmot

9,049

52

Patagonia

4,411

45

The North Face

4,524

57

0

MPG

0

0

Odlo

0

0

0

0

New Balance

4,411

37

SportHill

0

0

REI Co-op

0

0

REI Co-op

0

0

REI Co-op

0

0

Other

0

0

Other

9,705

78

Other

0

0

TOTAL

60,067

183

TOTAL

80,283

606

TOTAL

40,718

286

LOOKING AHEAD Market growth Continued growth in revenue with new product launches and introducing trendy color ways Opening new stores • We opened two stores in the last two

months alone The need for jobs will continue to expand Outdoor activities are here to stay

WEB SOURCES As they appear:

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