The outdoor recreation and sporting gear franchise REI has announced that they’re going to be closed on Black Friday. This might sound like the worst business plan of all time, but the message of this action is actually pretty sensible and uplifting.
By shutting down on the biggest shopping day of the year, REI is encouraging their customers and employees to go outside! That’s right. Being one of the most successful businesses in outdoor retailing, REI stays true to their own beliefs and vocation, urging their supporters to enjoy a day surrounded by fresh air.
“For 76 years, our co-op has been dedicated to one thing and one thing only: a life outdoors. We believe that being outside makes our lives better. And Black Friday is the perfect time to remind ourselves of this essential truth,” REI President and CEO Jerry Stritzke says. “We’re a different kind of company—and while the rest of the world is fighting it out in the aisles, we’ll be spending our day a little differently. We’re choosing to opt outside, and want you to come with us.”
With over $2 billion in sales in 2014, you could imagine REI has their business strategies on their side and closing down on Black Friday is a publicity stunt that will draw even more attention to the outdoor retail giant.
Members of REI pay a one-time fee that contributes to 80% of the sales within the company. This means that REI is member-owned and right now has more than 5 million members.
Image via Flickr/Mike Kalasnik, resized
