by: Wes Allen, Guest Contributor
In outdoor retail, how a brand chooses to distribute its products says a lot about what they prioritize. It also offers a glimpse into where the entire industry might be heading.
Altra’s recent decision to launch the Lone Peak 9 Plus with Vibram as a five-month exclusive with REI paints a clear picture - one that raises big questions for independent specialty retailers and the future of outdoor retail.
The Lone Peak isn’t just another shoe. It’s Altra’s iconic flagship trail runner, and specialty shops have championed it for years. We introduced this shoe (and brand!) to our communities when it launched, educated people on the concept of zero-drop footwear, and helped turn the Lone Peak into a go-to choice for trail runners and hikers. That’s the role of specialty retail: we don’t just sell products; we create advocates for brands in a way that is very different from big-box chain stores and e-commerce.
But let’s be honest - the Lone Peak hasn’t been without issues. Durability problems, particularly with the upper and sole in recent versions of the shoe, have been a common refrain among loyal users in recent years. Specialty retailers have spent years navigating those conversations with customers, often having to defend the brand in the process. It hasn’t always been easy.
So when the new Lone Peak 9 was unveiled to specialty retailers last June, it felt like huge progress for the new shoe. The upper had been redesigned to address some of the durability concerns, even if the proprietary sole was still there. What we didn’t know was that a Vibram version - the Lone Peak 9 Plus - had also been developed and was slated to launch exclusively at REI. The Vibram sole is clearly superior to the proprietary rubber on the standard version of the shoe. The existence of the Lone Peak Plus wasn’t communicated during the preseason buying cycle, leaving specialty shops to assume we were ordering the best-available version of the shoe.
Now, as we receive the standard Lone Peak 9, REI is rolling out the Vibram-soled Lone Peak 9 Plus with a massive marketing push. It’s frustrating. Specialty retailers invested in the product months ago, only to find out we’re offering the less premium version. When customers walk into our shops expecting the best Lone Peak and learn it’s only available at REI, trust takes a hit - not just in us, but in Altra too.
To be clear, specialty retailers will still sell some Lone Peaks. As one savvy retailer pointed out, there are Altra loyalists who will still shop with us no matter what, so we shouldn’t throw the baby out with the bathwater by completely abandoning the style or Altra. However, this forces small shops to grapple with how much support to give a brand that has prioritized exclusivity with the industry behemoth over partnership with locally owned businesses.
I’ve spoken directly with Altra's leadership about these concerns, and I’ve also heard from other specialty retailers who feel the same frustration. To their credit, Altra has listened thoughtfully and acknowledged the concerns raised. They’ve expressed a desire to learn from this and improve communication with their specialty partners in the future.
While the sentiment is appreciated, the broader implications of this decision remain troubling.
This isn’t just about Altra. It’s about a growing trend in outdoor retail, where exclusivity becomes the go-to strategy. It’s a short-term play that ignores the long-term costs.
Exclusives on major brand products are a strategic mistake - full stop. They run directly counter to a true omnichannel strategy, because it forces all consumers to purchase from one channel. I believe deeply that healthy brands allow consumers to choose where they most prefer to buy - whether it’s direct, from a local shop, from REI, or 12 months later at a closeout house. Taking away that choice hurts the brand, loses consumers… and benefits one entity.
With their scale, REI wields immense influence, often dictating terms that leave smaller retailers scrambling to compete. They shift the entire industry’s promotional calendar in a way that meets their goals. They benefit from larger volume discounts, charge brands marketing fees, and demand reimbursement for promotional discounts. They hold all of the advantages over specialty in dealing with brands.
But demanding exclusives like this take it a step further. Whether by design or disregard, these deals harm the specialty shops that spent years building trust and community connections around the very products REI now claims as exclusive.
When REI’s merchants ask brands for these early introduction opportunities, locally-owned specialty shops that spent years building trust and community connections around these products suffer. At best, REI’s leadership is indifferent to the damage exclusives cause to smaller, family-owned stores. At worst, it’s intentional. Either way, if this becomes the norm, the survival of specialty retail is in real danger.
I understand why brands make the choice to say yes. REI likely ordered more Lone Peak 9 Pluses than the entire specialty channel ordered in Lone Peak 8s. For a co-op trying to regain profitability, exclusive opportunities make sense on paper. And while I believe a healthy national chain like REI is critical for outdoor retail, tactics like this come with too high a cost.
Specialty shops do more than sell gear. We educate, connect, and advocate for the outdoors. We share more of our income with our local communities than any national retailer. That kind of retail is irreplaceable, but it depends on partnerships with brands that value our role in the ecosystem.
For consumers, it’s easy to think: “If smaller shops can’t compete, maybe they shouldn’t exist.” Fair enough. But for brands, the question should be: “Do we really want only one viable customer?” If the answer is yes, consider what just happened to the local guiding community when REI shut down their Experiences division. And ask yourself what happens when Walmart or DSG is your next-best option.
Altra’s decision underscores a pivotal moment for the outdoor industry. Do we want a future where exclusivity deals prioritize short-term wins over long-term trust? Where the biggest players squeeze out the smaller shops that built the industry?
If we don’t collectively rethink this approach, we risk losing the authenticity and connection that make outdoor retail unique. There’s still time to chart a different path, but the window is closing. And the stakes for both brands and smaller retailers couldn’t be higher.
Wes Allen is the Principal at Sunlight Sports in Cody, WY. Follow him on LinkedIn for more insights into the outdoor specialty retail world.