Patagonia became famous for letting staff cut out early to chase waves—now it's asking dozens of employees to relocate or leave because it's 300% overstaffed
How did Patagonia rank in the 2023 corporate reputation poll?
In the 2023 corporate reputation poll by Axios Harris, Patagonia ranked first among 100 most visible brands in America. The ranking was based on a survey of 16,310 Americans, and Patagonia earned a score of 83.5, moving up from second place in 2022.
How has Patagonia's ownership structure changed recently?
Patagonia's ownership structure changed recently with the Chouinard family, founders of the company, transferring their entire ownership stake into two new entities: the Patagonia Purpose Trust and the Holdfast Collective3. This move ensures the company's values are upheld and profits are used to combat climate change. The Patagonia Purpose Trust now owns all the voting stock, while the Holdfast Collective owns the nonvoting stock and will use dividends to protect nature and fight the environmental crisis.
Why did Patagonia ask a third of its customer service staff to relocate?
Patagonia asked a third of its customer service staff to relocate to one of seven cities in the U.S. or leave the company due to being overstaffed and wanting to improve team culture and support business needs. The company has been piloting a "hub" model, as employees missed cultural aspects and expressed concerns about career growth while working fully remotely.