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REI, a popular outdoor retailer, is currently undergoing a comprehensive review of its US public relations (PR) business. This move comes after a challenging year in 2023, during which the company experienced a revenue decline of $311 million to $3.76 billion. The financial setback resulted in multiple rounds of layoffs, affecting hundreds of employees. Despite repeated requests, REI did not provide a statement regarding the review.
The decision to review their PR business was made following industry recognition such as SABREs and a Cannes Lions Grand Prix in 2016 for their award-winning Black Friday OptOutside campaign. Edelman, the agency behind the successful campaign, has been REI’s PR partner since then. However, sources indicate that REI aims to select an agency by mid-2024 to handle national brand awareness and earned media work in the US, with an estimated contract value of $10 to $14 million.
Established in 1938 by a group of climbers, REI has grown to employ over 16,000 individuals and operates 181 locations across the US. The retail chain functions as a cooperative owned by its 23 million members, reflecting its commitment to promoting outdoor activities and community engagement.
