REI opens in Henrico

Outdoor enthusiasts have a new place to shop in western Henrico County with the opening of REI.

REI, which stands for Recreational Equipment Inc., opened yesterday in West Broad Village, across from the Whole Foods Market and next to HomeGoods.

The 26,500-square-foot, two-story store sells camping, fitness, bicycling, hiking and paddling gear and equipment. It also rents seasonal gear and has a bicycle shop.

This is the first Richmond area store for the Seattle-based retailer. About 50 people work at the store.

Store manager Michelle Peck said the chain chose this market because it was a natural fit.

"Richmond is a great recreational area because of its proximity to the James River" and to other natural resources, she said.

REI has 110 stores nationwide, including two in Northern Virginia.

The retailer opened five stores this year and has announced at least two others to open next year. The chain expects to announce additional openings, though it's not clear if any will be in Virginia.

REI, founded in 1938 by 23 friends who were mountain climbers, operates as a cooperative. Customers buy memberships that entitle them to vote for the board of directors and to receive a dividend based on the their annual spending at REI.

The retailer has 3.7 million active members who received about $72.7 million in dividends last year, according to a company spokeswoman.

Shoppers don't need to be members to buy at REI, though.

Peck said a major part of what the retailer does is environmental stewardship.

"Every time we open a new store, we incorporate the latest green building techniques," she said.

The Henrico store, for instance, has skylights and sensors that control interior lights based on how much natural light there is and the number of people shopping. The air-conditioning system automatically adjusts temperatures based on the number of people in the store.

And to help encourage employees to find alternate ways to commute, the store has racks and storage space for bikes and showers.

For Peck, opening the store is a personal accomplishment.

She began working at REI in 2006, but this is the first store she has managed.

"I have to say, it's been incredibly challenging but a lot of fun," she said.

Contact Louis Llovio at (804) 649-6348 or .