REI and Gore forge new partnership

REI will replace eVent as its go-to performance fabric.
Author:
Updated:
Original:
REI and Gore partnership

Gore has itself a new client, and it’s big enough to alter the way both brands are perceived.

Starting in spring 2018, REI will turn to Gore for its private label line of technical outerwear, the brands have announced. Gore-Tex will replace eVent as the go-to fabric for REI’s waterproof/breathable apparel.

When it comes to “ingredient brands,” Gore is a household name. Using this technology “brings a level of instant credibility,” said Nasahn Sheppard, divisional VP of product design for REI Private Brands. “We all know many, many products are waterproof. But [Gore-Tex] brings a level of credibility for your average consumer, entry level to experienced.”

In spring 2018, REI will debut three jackets and a pair of pants that use Gore-Tex fabrics. In fall 2018, REI will add more offerings, including Gore-Tex gloves. All will come in both men's and women's styles.

Mike McGrath, North American sales leader for the fabrics division of W.L. Gore, said the brand is excited to launch a line with REI because the retailer is so in tune with what its customers want. They know about what their members want and need, and what problems they’re trying to solve—just like Gore does, he said.

“We hold that above everything else, that relationship we have with the consumer,” McGrath said. “They see us and they recognize us, but more than that, they trust us.”

Related

W. L. Gore brand extension

Gore announces 4 new fabric technologies

The ubiquitous black diamond Gore-Tex tag now has a sister. Today Gore announced the birth of the new Gore-Tex Infinium line, which is based around four key product launches, all aimed at areas outside of Gore’s traditional domain of durable waterproof/breathable fabrics. ...read more

People wearing puffy jackets standing around a fire in the snow

Gear trends: Insulation and fabric technology

When recreationists shop for outdoor gear, the sustainability of a product—from farm to factory to shelf—is becoming as important as the quality. The majority of U.S. consumers expect companies to act on social and environmental issues, and outdoor brands are moving that needle, ...read more

The Daily Day 4 Outdoor Retailer Summer Market 2018

See you in November at the next Outdoor Retailer

For the first time in Outdoor Retailer Show history, the industry will rally together in November for a chance to discover new products before committing dollars. And Show Director Marisa Nicholson is excited.  “Retailers will be able to see product in the way that the industry ...read more

Bob Gore at chalkboard 2000s _2

Bob Gore, inventor of Gore-Tex, has passed away at 83

Robert W. "Bob" Gore, the inventor of Gore-Tex and longtime CEO of W.L. Gore & Associates, passed away at his home in Earleville, Maryland, on September 17. The cause of death was not disclosed. He was 83. Born on April 15, 1937, in Salt Lake City, Gore's life was defined by ...read more

Ice climber in red The North Face FutureLight jacket climbing a wall of blue ice.

Will FutureLight, The North Face's new waterproof/breathable technology, dethrone Gore as the gold standard?

Words like “game changer” and “disruptor” get tossed around a little too easily these days, but with FutureLight, its patent-pending new waterproof/breathable technology, The North Face says it has a product to back up those superlatives. In fact, the brand believes so strongly ...read more

Screen Shot 2017-11-27 at 4.18.31 PM

Poll | What waterproof/breathable technology reigns supreme?

Staying warm and dry when you’re out in the elements is a basic necessity. The science of how we do that is somewhat complex. Between PTFE, ePTFE, DWRs, and MVTR, it’s a jargon-filled world out there, whether you’re trying to sell outerwear or just decide what to buy. Did you ...read more

Jonathan Nielsen headshot, Backcountry CEO

Backcountry's CEO on becoming gear makers, not just sellers

In front of a room of journalists in March, Jonathan Nielsen described himself as really good snowboarder, a frequent mountain biker, and an adequate climber. The audience chuckled and the Backcountry CEO took a pause before spilling his excitement over the company's biggest ...read more

REI-spot-fin

Is REI too big?

If it’s not a big-box store and it’s not an independent specialty retailer, then what exactly is it? REI Co-op defies easy definition. It’s a builder of brands and a risk to them. It competes with smaller shops around the country while throwing its weight around to protect ...read more

ORD18_Polis_lunch_NC_03

The post-election playbook

Varying levels of excitement, hope, and anxiety reached fever pitch last week as Americans went to the polls in record numbers for what many considered to be an extremely consequential election. With the fate of public lands, climate change action, tariffs, and more in the ...read more