Recreational Equipment, Inc. (R.E.I.) | Company Profile, Marketing Contacts, Media Spend, Brands
Recreational Equipment, Inc. is an consumers' cooperative that sells outdoor recreation gear and sporting goods. The company distributes products through internet, catalog sales and U.S. based retail stores. Recreational Equipment, Inc. is headquartered in Kent, WA.
|Main Telephone||(253) 395-3780|
|Main Fax||(253) 395-7759|
Recreational Equipment, Inc. (R.E.I.) ContactsContacts (5/24)
|Jerry S.||Chief Executive Officer||WA|
Sample of Associated Brands
|Eric A.||Executive Vice President & Chief Financial Officer||WA|
|Ben S.||Senior Vice President & Chief Creative Officer||WA|
|Julie A.||Chief Information Officer||WA|
|Brad B.||Senior Vice President, Digital Retail||WA|
|Recreational Equipment, Inc.||********|
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Specialty outdoor retailer REI hires Spark as media AOR
DailyVista's Take: Spark's hire looks like the first of big changes in REI's agency roster and media spend strategy. Under a new CEO from Coach, REI is in the process of hiring its first CMO to help in the battle against traditional speciality outdoor retailers, big box sporting goods chains and hunting/camping gear sellers like Cabela's and Bass Pro Shops.
REI wants to reach beyond its core outdoor enthusiast customer to a more mass audience that is increasingly embracing the outdoors. In its way our big box sporting goods chains that consumers are more familar with. Start approaching REI's new marketing VP now so you'll be on the short list when REI's new CMO is hired.
New Agency: Publicis’s Spark
Scope of Work: Media buying and planning AOR
Incumbent: Omnicom’s OMD
Additional Insight: The shift comes as REI continues the search for its first chief marketing officer after appointing Coach exec Jerry Stritzke as CEO in October.
The new CMO will replace senior marketing VP Angela Owen, who is leaving the company.
Earlier this month, REI promoted Annie Zipfel to VP of marketing and Susan Viscon to VP of merchandising.
REI generates approximately $2 billion in annual sales through 132 stores in 33 states, REI.com and REI.com/outlet. The Kent, Wash.-based outdoor speciality retailer’s annual profit declined 4 percent in 2012 amid lackluster sales growth. 2013’s results won’t be announced for two months.
Kantar Media reports that REI allocated $34.5 million towards measured media in 2012, down from $37.8 million in 2011.
REI’s chief rivals include L.L. Bean and Patagonia.
Additional competitors include sporting goods chains like Sports Authority and Dick’s and specialty outdoor recreation retailers like Cabela’s, Bass Pro Shops, Gander Mountain and Dick’s new Field & Stream concept.
“Increasingly, we’re seeing a number of retailers try to take a piece of that outdoor experience and integrate it into their stores,” Stritzke told email@example.com