The pullout resistance of reinforcement is an important parameter in the design of reinforced earth structures. Existing design procedures consider the pullout resistance of reinforcement from axial pull. However, the kinematics of failure clearly establish that the reinforcement is pulled obliquely along the slip surface. The response of reinforcement to oblique pull is equivalent to an application of axial and transverse components of oblique pull. In this study, details are provided of a novel experimental test setup used to examine the response of smooth-metal-strip reinforcement subjected to transverse pull at one end. A large-size test chamber of dimensions (length, width, and depth) with an arrangement to conduct transverse pullout of reinforcement is developed. The pullout response of smoothmetal- strip reinforcements to transverse pull is obtained for three different normal stresses of 17, 52, and 87 kPa. Transverse pullout resistance factors of smooth-metal-strip reinforcements corresponding to different transverse displacements of the reinforcement are proposed and found to range from 0.6 to 2.9, corresponding to transverse displacements of 20-30 mm. © 2017 American Society of Civil Engineers.