Almost two years after outdoor-equipment retailer REI shut down its travel business, it is selling trips again. But this time, REI has a travel partner operating the itineraries, Intrepid.
REI is not alone. Backcountry has partnered with EF World Journeys on co-branded itineraries operated by EF Adventures.
The Intrepid-REI collaboration occurred after REI's guided-tour business, REI Experiences, shuttered in January 2025. The Experiences division served just 40,000 customers in 2024, less than 0.4% of all REI customers. The tours never generated a profit, REI said in its announcement about the closure.
Early results from the REI-Intrepid partnership are promising, said Leigh Barnes, Intrepid's president of North America.
"Each month is bigger than the last," Barnes said. "That acceleration is a promising sign that we're building traction and reaching travelers who are excited about what REI and Intrepid offer together."
Intrepid said it sees the endeavor as a chance to capture new customers. REI's customer cooperative has about 25 million members.
Likewise, EF World Journeys CEO Heidi Durflinger said there's a "tremendous opportunity" to introduce the EF Adventures brand to Backcountry's outdoor enthusiasts.
"These are people who already love hiking, cycling and exploring the outdoors, and many are looking for new ways to experience the world," Durflinger said.
Initially, EF and Backcountry are collaborating on four itineraries. The trips will be hiking-focused and bring travelers to the American Southwest, Italy, Norway and South America. The Norway trip includes biking and kayaking in addition to hiking.
Durflinger positions the partnership as "a natural fit," since both companies value personal expertise.
For example, guests on these itineraries can seek gear guidance from Backcountry prior to making a purchase to ensure they have the best equipment for their adventure.
"We've spent 30 years helping people figure out what they actually need for the conditions they're heading into, and the honest answer is that most gear questions are really trip questions," said Kevin Lenau, president at Backcountry.
"These itineraries gave us something specific to solve for: glacier travel in Norway, wind and rain in Patagonia, sun and heat in the Southwest. Our Gearheads [Backcountry's customer service employees] get to work with travelers on a real adventure with a real date on it, and then they use the gear where it matters."
The first tours are operating essentially as a pilot program. Durflinger said EF and Backcountry will evaluate the trips and customer feedback.
Other retail-travel collabs
It isn't just guided touring attracting outdoor retailers.
Eddie Bauer's parent company and Travel + Leisure Co. have teamed up to launch the Eddie Bauer Adventure Club, a vacation-ownership concept. The first property opened in Moab, Utah, with more in the works.
Norrona, a Norwegian outdoor brand with a flagship store in New York, recently announced it would open its first lodge next year on the Norwegian island of Andorja, known as Northern Europe's most mountainous island.
The retailer plans to develop a network of lodges in the Arctic.
Outdoor brand Norrona will open its first lodge on Norwegian island Andorja. Photo Credit: Norrona
The 15-cabin lodge on Andorja will be open year-round, enabling travelers to experience "raw nature and real adventure without giving up comfort," Norrona said.
Norrona has been traveling to Andorja for years for brand photo shoots. Now, it will introduce that rugged and breathtaking wilderness to customers at the lodge, which will serve as a basecamp for guests who want to ski, hike, bike or climb.
"Its opening is not only a milestone in our nearly 100-year history, it is also a doorway into an entirely new world for our customers and the first step in connecting this coastline into a single, unforgettable journey," said Jorgen Jorgensen, CEO and owner of Norrona.