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    REI retail media network: what is verified and what to ask

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    By Art Kukharenko, CEO

    REI Co-op has no public retail media network as of 9 November 2026. Trade press and search results show no REI offer that lets brands buy ads. REI is a member-owned outdoor retailer with more than 26 million members and $3.54 billion in 2025 net sales (SGB Media on REI's results, 4 May 2026).

    Contents

    At a glance

    Owner

    Recreational Equipment, Inc., a consumer cooperative owned by its members

    Headquarters

    Kent, Washington, US (not re-verified)

    Launched

    n/d (no network found)

    Status

    No public retail media offer found

    Surfaces

    n/d

    Ad formats

    n/d

    Data signals

    Member purchase data exists through the co-op membership; use for advertising n/d

    Buying model

    n/d

    Self-serve tool or API

    n/d

    Measurement

    n/d

    Technology partners

    n/d

    Scale

    26 million+ members; $3.54 billion net sales in 2025; six store openings in 2025 (SGB Media, 4 May 2026)

    Minimum spend

    n/d

    Last verified

    9 November 2026

    FieldREI Co-op

    Owner

    Recreational Equipment, Inc., a consumer cooperative owned by its members

    Headquarters

    Kent, Washington, US (not re-verified)

    Launched

    n/d (no network found)

    Status

    No public retail media offer found

    Surfaces

    n/d

    Ad formats

    n/d

    Data signals

    Member purchase data exists through the co-op membership; use for advertising n/d

    Buying model

    n/d

    Self-serve tool or API

    n/d

    Measurement

    n/d

    Technology partners

    n/d

    Scale

    26 million+ members; $3.54 billion net sales in 2025; six store openings in 2025 (SGB Media, 4 May 2026)

    Minimum spend

    n/d

    Last verified

    9 November 2026

    What makes REI's position different

    REI's customers are also its owners. Members share in profits through Co-op Member Rewards, which returned $203 million to members for 2025, up from $189 million for 2024 (SGB Media, 4 May 2026). Membership ties purchases to identified people, the raw material of any retail media network. We found no statement that REI uses member data to sell ads to brands.

    The co-op is focused on repair, not new revenue lines. Its net loss narrowed to $54.3 million in 2025 from $156.4 million in 2024, with profitable third and fourth quarters (same source). CEO Mary Beth Laughton's Peak 28 plan, announced in September 2025, centres on trust, product leadership, service and "a revamped membership program". Published summaries of the plan do not mention advertising. Membership-based retailers such as Costco and Sam's Club do sell media, so the model itself is no barrier.

    The name causes confusion. "Co-op Media Network" belongs to the UK grocer Co-op, which launched it in February 2024 with the agency Threefold (VideoWeek, 1 February 2024). It has no link to REI Co-op.

    Formats and inventory

    We found no REI format list and no advertising section on REI.com that we could read. Vendor marketing programs may exist under private terms; ask your REI buyer what they include.

    Data and targeting

    REI holds purchase histories for its members. We found no public policy on sharing member data with brands for advertising.

    Measurement and reporting

    Not applicable until an offer exists. If REI launches one, ask how member purchases in stores are matched to ads.

    How to buy

    1. Ask your REI buyer whether paid placements, co-op marketing or sponsored content exist for vendors.
    2. Separate marketing funds from media. Vendor marketing contributions are not the same as a retail media network; confirm what you are paying for.
    3. Ask about member channels such as email or the app, and whether brands can appear in them.
    4. Plan reach elsewhere. Outdoor brands can compare documented networks, such as Tractor Supply Media Network, in the directory.
    5. Re-check this page after REI's next annual results.

    Who it suits, and who it does not

    It may suit, if an offer appears:

    • outdoor, camping, cycling and footwear brands already sold at REI;
    • brands that want reach among co-op members.

    It suits less today:

    • any buyer who needs a documented network and reports.

    What we could not verify

    • Whether REI sells any media to brands.
    • REI's current store count and headquarters from a primary source.
    • Whether member data may be used for third-party advertising under REI's privacy terms.

    FAQ

    Does REI have a retail media network?
    Not publicly, as of 9 November 2026. No REI media kit, network name or advertiser page turned up in our research. Ask your REI buyer about vendor marketing programs.
    Can brands advertise to REI members?
    We found no public route. REI has more than 26 million members, but it has not said that brands can target them. The reasons a retailer may hold back are discussed in when not to build a retail media network.
    Is Co-op Media Network part of REI?
    No. Co-op Media Network belongs to the UK grocer Co-op and launched in February 2024. REI Co-op is a separate US cooperative.

    Sources

    1. SGB Media, "REI Shrinks 2025 Loss, Sales Expand Modestly" (4 May 2026). https://sgbonline.com/rei-shrinks-2025-loss-sales-expand-modestly/
    2. REI Co-op, "REI Co-op Releases 2025 Financial Results and Impact Report" (newsroom, 2026; not readable by script). https://www.rei.com/newsroom/article/2025-financials-impact
    3. VideoWeek, "Co-op Launches a Retail Media Network" (1 February 2024). https://videoweek.com/2024/02/01/co-op-launches-a-retail-media-network/
    Changelog
    • 9 November 2026: status page created; no public offering found.

    Author: Art Kukharenko, CEO, AdSovereign. Published: 10 November 2026. Last updated: 10 November 2026.

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