Longtime Pierce County company wins ‘Golden Ticket’ to market products with Walmart
A longtime Fife business recently won a deal to supply Walmart with waterproof notebooks.
The deal was the result of Fife’s Rite In the Rain competing against other entrepreneurs and businesses and winning in the retail giant’s annual Open Call event held at Walmart’s Bentonville, Arkansas, headquarters.
The company dates back to 1916 and employs around 70. It produces not only waterproof notebooks but writing instruments created to work in extreme circumstances, such as underwater or in sub-zero temps. Examples include spiral notebooks in all sizes, “bolt-action pens” with pressurized refills and various gear, including “Monsoon Wallets” to keep various items dry.
It was Rite in the Rain’s second consecutive try at winning the event’s “Golden Ticket,” an immediate deal to secure placement of its products online at walmart.com and in its physical stores nationwide.
Two representatives from Rite in the Rain and one from Walmart recently met with The News Tribune for an online interview about the deal.
Rite in the Rain has its own online storefront, but Jenny Brady, Rite in the Rain’s national sales manager, explained how the firm came to enter the Open Call.
“We joined a website called Range Me, and it has become a major source to link us with buyers,” she said. “On the site, Walmart promotes the Open Call.”
She said the company entered in 2023 and did not receive a Golden Ticket, “but did it again in 2024 and was more successful,” she added.
Switching its product marketing at the Open Call from stationery to sporting goods was key, she noted.
“We do work really well with campers, hikers and anybody enjoying the outdoors,” Brady said, “and so in 2024 being able to talk to the sporting goods buyers at Walmart just opened up an amazing new door.”
She added that working with Walmart “really helps our customers have better access to our products, and so it’s a win for both Walmart, with so many of our customers already shopping there, and a win for us, because our customers need more places to be able to buy our products.”
Cassey Regan is director of sales for Rite in the Rain. She estimated that 40 to 50 percent of its business is with the U.S. military and government entities.
“Our business is very unique. We have this whole retail segment, but we also have this big government piece that creates a big following for our products,” Regan said.
“That translates over into the sporting goods side of it, because those people usually also like being outside,” she added.
Walmart, in its marketing of the event, has said that the Open Call is a response to customers who want to see more made-in-the-USA products sold by the retailer.
“We’ve seen over 85% of our customers have said it’s important that retailers carry products that are made or assembled in the U.S.,” said Raven Riley-Washabaugh, senior manager of global communications for Walmart. “I think that is very much a call to action for us as a retailer, to provide that to our customer.”
While you can find some Rite in the Rain products online at Walmart now, Brady said this opportunity will bring new products next year.
“We have some items already there, but we’ll be working with the sporting goods buyer to help select a product line that will eventually hopefully roll into stores in 2026.”
Rite in the Rain was one of two Washington companies to win Walmart distribution deals at the competition. Seattle-based Kangaroo Hanger, a clothes hanger firm, also was awarded a deal.
This story was originally published November 3, 2024 at 5:00 AM.
