Specialty outdoor retailer REI Co-op today named Kristin Shane as chief merchandising officer. Shane brings 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’s 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.”
Shane will be responsible for developing and implementing vision and strategy across REI’s merchandising categories, helping drive sustainable business growth and a differentiated experience for REI members. She 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.”
