Once in a blue moon, a company comes along that revolutionizes retail and shows the world a new way to do business. REI is one of those companies. It might sound like hyperbole, but REI is different. They don't just sell top-of-the-line outdoor gear -- they've created a corporate culture that emphasizes stewardship of the environment, universal human rights along the supply chain and employee benefits. The skeptic might wonder how any of this helps them. Here's how: the culture of community that REI embraces is evident in every detail of the shopping experience, from the happy customer service reps and the clean stores, to the can-do attitude.