Chris Speyer, CEO of Accell North America, will join REI as VP of private brands, effective October 30.

The news was reported by Bicycle Retailer. He will oversee all private label development for REI.

Speyer has been CEO of Accell North America, which owns Raleigh, Diamondback, Redline, I-Zip,Torker and Pryme, since May 2014. He first joined Accell as EVP product development and marketing, Raleigh America.