REI names new merchandising chief
REI Co-op has added a retail veteran to its C-suite.
The specialty outdoor retailer has named Kristin Shane as its new chief merchandising officer. In her role, Shane will be responsible for developing and implementing strategy across REI’s merchandising categories to drive “sustainable business growth and a differentiated experience for REI members.”
Shane most recently served as chief merchandising and marketing officer at Guitar Center, holding the role for six months. Previously, she spent more than four years at Petco, serving as chief merchandising officer for two of them. Her other experience includes more than 10 years at Target in several roles, including VP and merchandise manager of the beauty and personal care category.
“We’re thrilled to welcome Kristin to the co-op,” said Mary Beth Laughton, REI Co-op president and CEO, who officially took the reins on March 31 after being appointed in January. “Her leadership and decades of experience working with an array of consumer and retail brands is sure to inspire innovation and play an instrumental role in furthering our mission to help people get outdoors."
REI says that as chief merchandising officer, Shane will lead teams focused on identifying new category and brand opportunities for the co-op, enhancing regional and local relevancy in product assortment, elevating existing brand relationships, and growing REI’s label.
“As a lifelong outdoor enthusiast and long-time co-op member, I’m thrilled to be joining REI,” said Shane. “I look forward to building on the co-op's legacy in the outdoor industry and continuing to ensure we lead with innovation, newness and incubating emerging brands that will introduce more people to the transformative power of the great outdoors.”
[READ MORE: REI unveils 2025 new store openings — with early peek at 2026]
Based near Seattle, REI has a community of 24 million members and operates approximately 185 stores in 42 states.
