How REI is defying the retail market and succeeding

In Conscious Capitalism, Purpose, Mission & Values

REI, (Recreational Equipment, Inc) the beloved outdoor retailer is doing something that many retailers are struggling with right now: it’s growing. Retail chains, malls, and owner operated stores across the United States are struggling to compete with changing tastes, expectations, and Amazon.

Yet, REI has something in its toolkit that few other retailers are focused on: a clear and singular purpose. As REI CEO and President Jerry Stritzke maintains: “Purpose is a competitive advantage“.

In this video, Storyforge co-founder Barry Chandler discusses REI’s unique retail approach, Conscious Capitalism, and Purpose.

Can’t see this video? Click Here

At Storyforge, we can help you discover, refine, and articulate a clear purpose and create a competitive advantage for your organization.

Schedule a strategy call here.


Barry Chandler is the co-founder of Storyforge, a strategy company focused on helping companies discover their purpose, forging their unique story, building preference and driving margin.

Barry has been building award winning businesses since launching his first company in Ireland in 2003. His last company, a digital marketing agency, was acquired in 2012 by a California-based publicly traded entertainment company which then hired him as Chief Marketing Officer. It is his belief that the greatest brands seek to change the world, improving the lives of their associates, partners, and customers.