Big outdoor retailers have ignored the ultralight market. That’s probably a good thing.

BY ASH CZARNOTA

Despite a modest dip in sales in 2023, the outdoor gear industry is booming and expected to grow.

Retail leaders, including REI, Dick's Sporting Goods, and Backcountry, have leveraged this surge in demand by expanding their in-house product lines, opening brick-and-mortar storefronts, and launching spinoff brands that cater exclusively to outdoor enthusiasts.

But there’s one rising star in the outdoor gear sector these retailer juggernauts haven’t tapped into: ultralight. And honestly, they probably never will.

While fast-growing, the ultralight category remains a relatively niche segment of the outdoor industry. Most brands in this space are referred to as “cottage companies,” usually run by one person or a small team churning out hand-stitched quilts, tents, and backpacks out of their garage workshops. 

To meet the supply demands of a retailer like REI with more than 180 store locations, small-batch gear makers would need to hire more staff and outsource production to a third-party manufacturer, potentially convertign an otherwise premium product into a mass-market dud. Even if these cottage companies could increase output without compromising quality, it’s doubtful REI’s core market would bite.

Big box outdoor retailers cater to weekend warriors who aren't gear experts and don't know much (or anything) about the UL space. Before going on my very first backpacking trip, I went to my local REI to get fitted for a pack and hiking boots. The term 'base weight' didn't mean anything to me then. I just wanted to hit the trail with gear that was durable, comfy, and didn’t cost a fortune–the latter two are hard to come by with ultralight gear.

When you factor in a flexible return policy, steep price tags, and newly-minted backpackers trashing gear they don’t know how to care for, it’s hardly a business match made in heaven. And maybe that’s just as well.