Business pioneers of the Pacific Northwest
Proposed by: Visit Seattle and CBS News Brand Studio.
There’s no shortage of reasons to visit Seattle. Whether you’re drawn to iconic landmarks like the Space Needle, stunning vistas like Mount Rainier, or the innovation-driven economy that keeps this city vibrant, there’s something for everyone. In Seattle, businesses that started here thrive, and that’s reflected in the stories of the city’s three homegrown brands: Nordstrom, Alaska Airlines and REI.
Nordstrom’s Tradition of Innovation
Seattle is a magnet for pioneering companies that embody a unique blend of ambition and community. From global companies like Starbucks, Amazon and Expedia to beloved local brands, innovation is at the core of this city’s DNA.
Nordstrom CEO Erik Nordstrom and his family have led one of Seattle’s most iconic brands for more than a century.
“My great-grandfather ended up opening a shoe store that, over 123 years, grew into the company we have today,” he said. “We benefit from everything that’s going on in this city.”
Nordstrom was co-founded in 1901 by Swedish immigrant John Nordstrom. The company has grown into a retail giant with more than 360 stores nationwide. Today, their flagship store remains proudly rooted downtown, just a few blocks from its original location.
The business has benefited from Seattle’s growth over the past century. Nordstrom credits the city’s booming tech industry for helping companies keep up with trends.
“We are in the early stages of e-commerce and that is a direct result of having this level of talent in the city,” he said.
Nordstrom’s story illustrates how Seattle’s forward-thinking culture drives long-term success.
“Seattle is a no-nonsense, hard-working place,” Nordstrom added. “It’s also a very friendly place. I think our focus on customer service reflects the community here.”
Connect around the world with Alaska Airlines
Alaska Airlines brings Seattle’s adventurous spirit to the skies.
The company’s roots date back to 1932, when Mac McGee used a three-passenger Stinson aircraft to transport customers between the Alaskan territories. The company moved its headquarters to Seattle more than 70 years ago to take advantage of all the city has to offer. Alaska Airlines has expanded to more than 100 nonstop destinations, providing passengers with connections to more than 30 global airlines.
“As Seattle grows, we grow,” said Constance von Muehlen, Alaska Airlines’ chief operating officer. “I think Seattle is really a gateway to the world, and it’s become even more so in the last 20 years.”
The airline’s deep ties to the region also extend to the onboard experience, where Seattle’s local brand is showcased.
“We offer products like Beecher’s cheese, Evergreens salads or Seattle chocolate. It’s truly a wonderful collaboration to showcase the great things coming out of the city.”
REI’s Great Outdoors
Seattle is the gateway to adventure, so it’s no surprise that the city’s rugged environment gave birth to REI. In 1938, founders Mary Anderson and Lloyd Anderson pooled their resources with 21 friends to get better prices for mountaineering equipment, and Recreational Equipment Incorporated was born.
REI President and CEO Eric Artz credits the region’s natural environment with shaping the brand’s mission.
“REI is inspired by everything that surrounds us in the Seattle area, and that’s the joy of spending time in the incredible natural outdoors,” explains Artz.
With 24 million co-op members and more than 190 locations, REI’s footprint extends far beyond Seattle, but its core values remain rooted in the Pacific Northwest.
“There is a very aggressive entrepreneurial spirit in the Seattle area. There is also a care for each other. I think it is all these values and attributes that contribute to the idea of a cooperative,“ Az said.
Collective business spirit is a win for Seattle
Whether it’s Nordstrom’s commitment to service, Alaska Airlines’ adventurous spirit or REI’s passion for stewardship, these businesses demonstrate how Seattle is catalyzing growth and transformation, creating a city where ambition and collaboration shape the future.
Seattle’s hometown companies prove that success is about more than just profits, fostering a culture of innovation and caring that defines the city’s business ecosystem.
