REI Builds Web Business Around Its Offline Brand

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REI.com, the online division of outdoor sporting goods retailer REI, is preparing to roll out its first print campaign from ad agency Copa cino. Billings were not disclosed.

Founded in 1938, REI has anchored its business on a co-op program—consumers can become lifetime members for a $15 fee—and is now aiming to cement that image online.

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