Why did REI fail in Japan?

Why did REI fail in Japan?

Taking REI to Japan turned out to be more difficult and expensive than the company had expected. It may also have been a matter of bad timing. REI spokesman Michael Collins said interest in outdoor gear and apparel has waned in Japan since its peak in the 1990s. Japanese shoppers are also becoming more price conscious. Taking REI to Japan turned out to be more difficult and expensive than the company had expected. It may also have been a matter of bad timing. REI spokesman Michael Collins said interest in outdoor gear and apparel has waned in Japan since its peak in the 1990s. Japanese shoppers are also becoming more price conscious. In many ways, REI is a unique retailer. The outdoor co-op closes on Black Friday, pays dividends to its 18 million member-owners, gives more than 70% of its profits back to the outdoor community, is focusing more on selling used rather than brand-new products, and isn’t afraid to get political.