SummitPost.org

Many of us probably know that the original REI branded product was an ice axe, from the early days of US climbing when there were no US-made axes available, and foreign made axes were ridiculously expensive. It's the reason that the handles of most REI stories are a wooden-handled ice axe encased in acrylic. My first ice axe was an REI Mountain Axe, which is basically a rebranded SMC Shuksan. Some of the REI-branded axes in stores in the last few years have been really nice looking - light, and well balanced. I just checked the REI website and noticed that there are no more REI-branded axes listed. Is this the final sign that they have moved from being a serious outdoors enthusiast/climber's company to being a mallwalking activewear brand?

Look at North Face, I used to think they were cool years ago until I started seeing kids wearing it to the mall. The same thing is happening with First Ascent. So it's what ever is in style and profitable. If people are not buying ice axes from REI, I don't expect them to stay on the market there. The only ice axe I've ever owned was a REI brand which I use to this day.

Josh Lewis wrote:The same thing is happening with First Ascent.

Like this was ever a surprise? They can't afford to market an entire line just to the mountaineering community. Eddie Bauer has always sold the First Ascent line in...malls.

The theory, with REI anyway, is that they're a co-op and are supposed to be focussing on supporting the outdoor community that patronizes them, vs. selling whatever is profitable. I guess those who patronize them are changing. Or maybe management is focussing on getting bigger paychecks through catering to a different member base. Too bad, because REI has had some decent gear with their brand on it in the past (their ice axe, Flash 30 pack, various clothing articles, etc. come to mind) and their return policy makes it a great place to buy stuff.

The big change seemed to happen when REI hired the merchandising head from Sears to be their president. After that, you stopped seeing things like a page in their own catalog reporting a product test in which a tent they were selling turned out not to be able to stand up in a wind, or in which some boots they were selling turned out to fall apart twice as fast as another brand! It all shifted over to happy talk and pretty models to put the customer in a buying mood.

I know, I know, that was a looooong time ago. Before some of you were born!

Josh Lewis wrote:Look at North Face, I used to think they were cool years ago until I started seeing kids wearing it to the mall. The same thing is happening with First Ascent. So it's what ever is in style and profitable. If people are not buying ice axes from REI, I don't expect them to stay on the market there. The only ice axe I've ever owned was a REI brand which I use to this day.

I used to always think this too, but if the gear works, then it works. Just stay away from the malls

But my nearest REI is at the mall...

DukeJH wrote:But my nearest REI is at the mall...

Same here. It's is pretty much the only reason I would ever go. And maybe to see a movie once a year if there is a good one out.