Recreational Equipment, Inc. (REI)

Leading national outdoor gear and apparel retailer REI named agency executive Ben Steele as the company's first ever chief creative officer.

Steele most recently served as executive creative director at Hornall Anderson in Seattle, a globally recognized brand experience design agency with additional offices in London and New York. He will start in his role at REI's headquarters on January 1, 2015.

Redmond, Wash. -- Guitar Center and four additional new retailers and restaurants are slated to open at Redmond Town Center, in Redmond, Wash., later this year and into next spring.  

Ridge Hill, the Forest City Ratner-owned regional shopping and entertainment destination in Westchester, N.Y., will be the launchpad for DreamWorks Animation’s “North Pole Adventure,” a first-of-its-kind experience that blends storytelling and cutting-edge technology—taking families on an interactive journey that starts with Shrek and ends with a personal visit with Santa.

 

New York -- REI has launched a news mobile app that allows users to check snow conditions at popular ski destinations.   The recently introduced iPad app offers an optimized shopping and product research experience and gives users access to a broad and inspiring product selection of the top brands in camping, backpacking, cycling, climbing, skiing, fitness and more.   

Outdoor enthusiasts have been given a host of new capabilities on REI’s newest mobile app – including the ability to check snow conditions at popular ski destinations.

Seattle -- REI will open a nearly 30,000-sq.-ft., two-level store in the Village at Westfield Topanga, Woodland Hills, California, in fall 2015.

"REI Topanga will join five other stores in serving more than 352,000 active REI members in the greater Los Angeles area. More than 62,000 active members reside within 15 miles of the new store.

Seattle -- REI announced that Annie Zipfel has been promoted to senior VP marketing. With her, REI will not hire a chief marketing officer as previously announced, but instead add a senior creative leader to the company.

Zipfel joined REI in 2012 as the divisional VP customer marketing, and was named VP of the marketing division in January 2014. Prior to REI, she held leadership and strategic roles at Target and General Mills.

Seattle -- Outdoor gear and apparel retailer REI has promoted Eric Artz, CFO, the additional role COO), and Susan Viscon, VP merchandising, to senior VP merchandising.

Seattle -- REI named Alex Thompson as the company's new VP of communications and public affairs.  

Thompson most recently served as executive VP of corporate and public affairs in the New York office of Edelman, a global communications and marketing firm.

At REI, Thompson will direct a broad portfolio that includes public relations, reputation management, corporate communications, philanthropy, community affairs and government relations. In addition, he will be actively involved with the co-op's board of directors.

What if you could replicate the physical in-store experience on the web? The concept sounds incredibly powerful. Retailers could connect product experts with key audiences to demonstrate and sell physical products, just like in-store. The ubiquitous “Can I help you?” chat windows are a pale reflection, at best, of a truly interactive customer experience. It’s impossible to convey the intricate details that make a brand and its products unique in a text-only window.