Nature or nurture? REI digging ex-Toys site
FOURTH STREET — Looking to capitalize on Santa Monica’s popularity and its residents’ penchant for preservation, one of the nation’s largest retailers of outdoor gear opened their first Westside location here Friday.
Recreational Equipment, Inc. (REI), a co-operative specializing in outdoor recreational equipment and clothing, began welcoming customers at 10 a.m. and received a steady flow of shoppers throughout the day, said store manager Juan Quintero “We are doing phenomenally well,” Quintero said. “We’ve been valeting bikes all morning and I think we’re close to 500.”
For every bike rider who uses the valet this weekend, REI will donate $10 to Los Angeles Bicycle Coalition, part of the company’s overall efforts to support organizations that promote recreation and conservation, as well as the education of youth about the beauties of nature.
Replacing the Toys R’ Us that previously occupied the corner of Santa Monica Boulevard and Fourth Street, REI is viewed by city officials and members of the business community as a perfect fit, having swapped children’s toys with toys for adults. The company’s philosophy regarding the importance of exploring nature, along with its record of giving back, also seemed to mesh with the attitudes of many Santa Monicans.
“This really is a great opportunity for us,” Mayor Bob Holbrook said Thursday night during a community reception, which was catered by Real Food Daily, fitting in with the city’s reputation for vegan cuisine. “REI has a great reputation for being involved with the community, giving money and time to causes that protect the environment, which is something we are very concerned about here in Santa Monica.”
Last year, REI and its 83 stores amassed more than $1 billion in sales, and $37 million in net revenues, according to company officials. REI gave $4 million to charities or non-profits.
Sally Jewel, REI’s chief executive officer and a customer for more than 30 years, said REI had always dreamed of coming to Santa Monica, but could never find the right location. The company was close to building a store in West Los Angeles, but that deal fell through.
“Luckily for us,” Jewell said of the deal. “If not we wouldn’t have found this great location here in Santa Monica. It’s a great building, fantastic location right next to the promenade, so we expect to not only raise awareness about REI and what we do, but to also get more people inspired to try their own adventures.”
The two-story, 32,000 square-foot store, complete with energy saving features like automatic climate control, is expected to employ a staff of 60 full-and part-time workers once the store is fully matured, company representatives said. REI will provide equipment and clothing for a wide range of activities, including camping, rock climbing, cycling, hiking, kayaking, travel and snow sports, and feature top brands such as Columbia and North Face, as well as its own line of products.
REI was founded in Seattle in 1938 as a cooperative, meaning shoppers can become lifetime members of the company and share in the profits for a one-time fee of $15. Members receive refunds based on the amount of their purchases. Members can also vote for the company’s leadership and receive exclusive deals on used products for sale.
REI opened its first store in the Los Angeles area in 1977. The Santa Monica location is REI’s seventh store in the region, and is expected to be one of the most profitable for the company, REI officials said.
Before the Santa Monica location, people had to drive to Manhattan Beach or Huntington Beach.
Local retailers that sell similar products to REI welcomed the company into the community and expressed little fear of losing business. On the contrary, those with Helen’s Cycles and Adventure 16 said REI could be good for their businesses since it will attract more folks to Santa Monica and to outdoor recreation.
“We really view ourselves as our own competition,” said Jay Wolff, general manager of Helen’s Cycles. “We are always striving to serve our customers better. We feel like we have a strong foothold in the community, people know who we are, and they trust our products.”
John Mead, president of Adventure 16, said customers will continue to shop at the store on Pico Boulevard just outside city limits because, “they like that we are a smaller store that can give that one-on-one attention.”
Jewell said the company does not view others as competition, but rather partners in promoting the great outdoors.
“Our competition is television, PlayStation and people who are over-scheduled,” Jewell said. “We really just want to get more people active, enjoying nature so that they will be more inclined to protect it.”
Originally published in the Santa Monica Daily Press print edition on May 6, 2006. Read the original PDF.