We made it, Momma!

OK, the above picture is AI, but the announcement is 100% real...

We made it in REI!

Our FireCard™ is available on REI.com, and stock just arrived to 16 REI trial stores across the US.

Google Map with pins of the 16 stores HERE.

Or see embeded map with addresses below.

Yesterday, as soon as I could get out of the office, I drove down to the nearest of the 16 stores in Denver, Colorado. I got there an hour before closing, 8:00pm... and there they were! Our little fire babies, our product, on the shelf, of one of the world's largest outdoor stores.

Unbelievable.

I took some photos and videos, and then proceeded to talk to every employee within distance of hearing, "Excuse me, can I show you something."

I got to give it to REI, they are one of the few stores where the employees still give-a-damn. By the time I was walking out at 9:08pm, I had a crew hooping and hollaring in excitement. Hmmm... wait, was that just to hussle me out so they could close? 🤔

If you're not familiar with REI:

REI Co-op is one of the most respected outdoor retailers in America, with more than 180 stores nationwide and a reputation for stocking only proven, high-quality outdoor gear, making acceptance into their stores a milestone most small brands only dream about.

This is little Wazoo's first "big-box store," and at this time, it's just a test run to see how they sell before they expand our FireCard to all 180 stores and potentially even pick up more of our product line.

Really exciting stuff for a small brand like ours, but...

We need your help!

If you want to help Wazoo get officially picked up with REI, we've got a little grassroots side quest for ya that would be a HUGE help for us:

Mission:

Demonstrate to REI that there is strong demand for Wazoo's FireCards

Action: 

1. Buy on REI.com (fastest path, easiest path): FireCard™ on REI.com
2. Buy in-store if you’re near one of the trial locations below.
3. Leave a review on the REI product page if you’ve used one. (This helps both shoppers and the buyers watching performance.)
4. Go into your local REI, demand to talk to the manager, pound your fists on the nearest table/tent/bike, and yell in a volume that the whole store can hear, "Where's these awesome 'Wazoo FireCards' that everyone is talking about right now?! *Unconfirmed, but maybe its also possible you could do this one without the dramatic effect. TBD.

Goal:

REI will notice the demand for Wazoo FireCards and expands them to all 180 stores!

The 16 REI trial stores

• Seattle, WA – 222 Yale Ave N, Seattle, WA 98109 – Map
• Berkeley, CA – 1338 San Pablo Ave, Berkeley, CA 94702 – Map
• Bloomington, MN – 750 W American Blvd, Bloomington, MN 55420 – Map
• Anchorage, AK – 500 E Northern Lights Blvd, Anchorage, AK 99503 – Map
• Tustin, CA – 2962 El Camino Real, Tustin, CA 92782 – Map
• Denver, CO – 1416 Platte St, Denver, CO 80202 – Map
• Salt Lake City, UT – 3285 E 3300 S, Salt Lake City, UT 84109 – Map
• Sacramento, CA – 1790 Expo Pkwy, Sacramento, CA 95815 – Map
• Saratoga (San Jose), CA – 400 El Paseo de Saratoga, San Jose, CA 95130 – Map
• San Diego, CA – 5556 Copley Dr, San Diego, CA 92111 – Map
• Lynnwood, WA – 19500 Alderwood Mall Parkway, Suite 110, Lynnwood, WA 98036 – Map
• Greenwood Village, CO – 9000 E Peakview Ave, Greenwood Village, CO 80111 – Map
• San Francisco, CA – 840 Brannan St, San Francisco, CA 94103 – Map
• Washington, DC – 201 M Street NE, Washington, DC 20002 – Map
• Burbank, CA – 1900 W Empire Ave, Burbank, CA 91504 – Map
• Beaverton, OR – 2780 SW Cedar Hills Blvd., Beaverton, OR 97005 – Map

Honey, we over-engineered the kids again!

Days before we needed to ship REI the FireCards, we realized our packaging was not going to work for REI's in-store retail environment. It needed better shelf appeal. It needed to catch the eye of a browsing customer and be able to provide additional easy-to-consume educational information on how it works.

There was no time to redo the full packaging.

Nick and I pulled a few late nights, dozens of prototypes and created a custom piece that could be integrated onto the existing packaging. It includes a QR code on the front (hidden of course), a little color pop, and is engaging.

So we created this interactive flame log that works like a pop-up book.

Original idea thrown around was to just slap a sticker on the front. But we couldn't help ourselves. In traditional Wazoo fashion, we wanted it to be boldly different, and more importantly, to be fun.

This new packaging design is not meant to be long term, but merely to hopefully move product off the shelf during this trial period with REI.

So if you think it's cool, snag them now, because they're probably going to be limited edition.

Can you achieve dreams bigger than you imagined?

Here’s the honest truth: for a long time, when people asked us, “Are you in REI?” or “Are you going to try to get into REI?” I’d brush it off like, “Nah… we’re not a fit.” Not because I didn’t want it… but because it felt so pie-in-the-sky. That our gear was too niche.

But now, I'm in a confused state as to how reality works.

I used to believe that "The universe/God only gives you things you ask for."

We did not, at least conciously, ask for this blessing.

Nick and I came together as Wazoo in 2013 (Founder’s story), and while we had high hopes, we never could have imagined we’d be 

• Featured in the  New York Times, NPR, Outside Magazine, MAXIM, Reader's Digest
• Shot 2 different pilot TV shows from major networks
•  Have our gear worn on the TV show ALONE... twice, Bushcraft Buildoff, and even a background appearnce on Jurrassic Park
• Adopted by mainstream influential folks like Tim Ferriss,
• Had some by the biggest names in bushcraft, outdoor, and survival (link), adopt our gear as their reliable 
• We even had our Cache Cap adopted by Dave Canterbury's Pathfinder School as their official instructor hat (you get a certain color as you progress to becoming a certified Instructor)

And now… REI.

Big thanks to our buddies at Outdoor Element for opening this door. We wouldn’t be typing this sentence without them.

Quick recap: What is the FireCard™?

The FireCard™ is our wallet-sized fire starter designed to be the “just-in-case” you actually carry. It’s easy to stash, easy to share, and built for those moments where a spark needs to become a flame.

• Credit-card sized, so it fits where life fits
• Made for tough conditions (because nature doesn’t care about your comfort)
• Simple, reliable, and unapologetically useful

Want the full details on our site too? FireCard™ on WazooGear.com

Final note (a polite rally cry)

If you’ve ever wanted to see a small outdoor brand have a real “holy crap, it’s happening” moment… this is one of those moments.

Buy FireCard™ on REI.com, grab it in-store, and leave a review to help REI see the demand. And if this trial pops off? It can turn into something much bigger.

Go do the thing. We’ll be your sidekick. 🔥