Patagonia: staying true is good business

“Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”
– Patagonia’s Mission Statement

Patagonia has 1,265 employees and saw $315 million in sales in 2009. This year they anticipate sales to be up to nearly $340 million. All while coming out of one of the worst recessions and shopping years in our nation’s history.

And they did it without lowering their prices. And without sacrificing product quality. And without changing their values. They’re true to who they are, they’ve maintained their integrity since they first started selling fleeces in 1977, and they have no plans to do anything differently.

Their authenticity is incredible. Everything they do has the core of their mission statement in mind and they are one of the original true-to-their-purpose brands. According to their CEO and founder Yvon Chouinard, “it’s good business to make a great product, and do it with the least amount of damage to the planet.”

They don’t just talk about doing things, they actually do them – something I call in-sync behaviors. For example, they have a recycling program for their clothing, which keeps their clothing line out of landfills. They have “Let My People Go Surfing” flextime for employees. They’re creating Patagonia National Park, a nature preserve in Chile. And they make it a point to only partner with retailers who make sense for their product.

Patagonia doesn’t only sell fleeces and outdoor gear…while they’re at it, they make sure their authenticity is reflected every step of the way. Their customers reward them for it year after year, proving that staying true can in fact, be a darn good business to be in.