PSI Helps REI Stay True to Their Brand

Perhaps you’ve heard that in defiance of the official start of the holiday shopping season, REI (Recreation Equipment, Inc.) will be closing all 143 of its stores on Black Friday and paying its 12,000 employees to take the day off and go outside instead. The outdoor gear and clothing retailer also will not offer any Black Friday promotions nor process any online orders until the following day.

“Because we believe a life lived outside is a life well lived,” says Jerry Stritzke, president and CEO of REI, in a video on the company’s website. “We’d rather be in the mountains than in the aisles.”

Using the hashtag #OptOutside, REI is encouraging consumers to follow suit and share what they’ll be doing on Nov. 27 instead of shopping. The company also has built a website dedicated to the campaign that people can use to find hiking and biking trails in their area and to create an image to share their Black Friday plans.

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It’s undoubtedly a bold (and not to mention unprecedented) move for the company, which operates as a co-op with more than 5 million members who pay a one-time fee for a share of the business. But it’s a move that does indeed complement the company’s dedication to encouraging and outfitting people to enjoy the great outdoors.

As a longtime business partner of REI, PSI Group is proud to support the company’s #OptOutside campaign.

Like REI, we will be closing our offices on Black Friday.

We also were honored to be given the privilege of creating a line of corrugated boxes branded with REI’s #OptOutside message, and we can’t wait to see them put to use this holiday season.

Executing a smooth transition from REI’s standard boxes to the new #OptOutside holiday boxes was a collaborative effort that required adjusting the current packaging run quantities in our production facility as well as design specifications. Our customer service, design, production, and logistics departments worked together quickly and efficiently throughout the project to ensure that we’re able to manufacture and ship REI their new boxes on demand, with no lag time in the delivery schedule, as the company ramps up for the holiday season.

“Sticking to a consistent production schedule is absolutely imperative in ensuring that clients like REI meet their logistics schedules. We take great pride in our team’s ability to stop on a dime, adjust design specifications, set up the press, and then manufacture new inventory without missing a beat in delivery schedules” says Ed Ergler, Account Manager for PSI.

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This Black Friday, join us in supporting REI and the more than 800,000 people who’ve promised to #OptOutside instead of shopping.

Learn more about REI’s #OptOutside campaign and join in the movement at optoutside.rei.com.

About Jessi Knipe-Semler

Jessi Knipe-SemlerJessi is the Design & Marketing Manager for PSI Group. As a multidisciplinary design and marketing generalist, she works with customers to enhance their packaging brand and create unique user experiences.

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