Dive Brief:
- Amid growing demand for size and gender inclusivity, REI Co-op released its first nongendered collection of apparel for adults, dubbed Active Pursuits, the outdoor gear retailer announced Wednesday. The company also said it is transitioning its in-house brand away from gender-specific merchandise “where it makes sense.”
- The apparel collection ranges from XXS to XXXL in size and a size chart matches wearers with the correct fit according to their waist, chest, shoulders and arm measurements.
- The retailer’s Magma and Zephyr backpacking sleeping bag models have been redesigned to cater to a broader range of body types. The sleeping bags are now available in nine sizes ranging from short narrow to long wide.
Dive Insight:
With its nongendered collection, REI has tapped into the demand for gender-neutral and size-inclusive fashion. A 2023 Highsnobiety report found that 94% of respondents said they were open to blending feminine and masculine styles. More than a third (37%) of respondents who identify as men said they actually do mix styles, a far smaller share than 86% of respondents who identify as women.
Ashlie Grilz, founder of AG Group, an organization that assists brands with product inclusivity, said in a statement that REI solicited “input from a diverse range of people with different bodies, identities, and perspectives” during the design process to craft its collection.
“We believe that everyone has a right to feel comfortable while enjoying the outdoors,” Isabelle Portilla, vice president of REI Co-op brands, said in a statement. “To achieve this, we adopted a cooperative design approach that is not limited by traditional design rules. We collaborate with members, brand inclusion partners, consultants, and employees to gather insights and build gear together. The outcome provides our customers with more inclusive options to choose from.”
At the same time that REI is enhancing its assortment, the retailer is facing challenges financially. In 2022, REI swung to a loss despite record sales and vowed to return to sustainable profitability. Since then, the company announced plans to lay off 275 retail employees in lead roles in October and earlier this year, it laid off another 357 workers, 200 of whom were from its headquarters.
In announcing the latest layoffs, CEO Eric Artz said the company would pursue other cost-cutting measures as well, including cutting its leadership team by 22% and not funding merit increases. The company expects 2024 revenue to be down year over year given macroeconomic conditions.
