Mar 31, 2025 — Specialty outdoor retailer REI Co-op today named Kristin Shane its new chief merchandising officer. Shane brings extensive experience in developing and implementing effective strategies and omni-channel operational expertise across diverse consumer product and retail businesses, including The Guitar Center, PetSmart and Target.
"We're thrilled to welcome Kristin to the co-op," said Mary Beth Laughton, REI Co-op president. "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."
In her role, Shane will be responsible for developing and implementing the vision and strategy across REI's merchandising categories to drive sustainable business growth and a differentiated experience for REI members. She'll 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."
About the REI Co-op
REI is a specialty outdoor retailer, headquartered near Seattle. The nation's largest consumer co-op, REI is a growing community of 24 million members who expect and love the best quality gear and outstanding customer service. In addition to the co-op's many stores across the country, outdoor enthusiasts can shop at REI.com, REI Outlet or the REI shopping app. Everyone is welcome to shop REI, but members who join the co-op enjoy a range of benefits. REI is a purpose-driven and values-led company dedicated to enabling life outside for all.
