REI is the largest outdoor retailer in the United States and the world, an old brand that sells not only outdoor brands but also its own brands. It also has a very loyal customer base and has won Fortune magazine's "100 best companies for work in the United States" for 11 consecutive years. There is a chain of Decathlons in China, REI is equivalent to an upgraded version of Decathlon, and it is conceivable how high-end this store is.