REI published their annual report last month and a few things stood out. The interim President and CEO said the company will continue to make choices that seem counterintuitive like shutting down on Black Friday and giving most of their profits to the outdoor community. He said that “doing good is good business”. So in 2019, REI will work to make the outdoors more accessible and sustainable by expanding their gear rental program and investing in used gear and gear trade-in options. By elevating re-use as a core business strategy, the company is satisfying a growing millennial consumer audience, a third of them say they would rather rent than own a product.

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