REI Co-op has named Kristin Shane as the retailer’s new chief merchandising officer. “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,” the company said in a media release. “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.”
Shane reportedly has “extensive experience developing and implementing effective strategies and omni-channel operational expertise across diverse consumer product and retail businesses, including The Guitar Center, PetSmart and Target.”
Most recently, Shane was the EVP and chief merchandising and marketing officer at Guitar Center, a role she held for six months. Before that, she was at PetSmart for nearly five years, most recently serving as chief merchandising officer. Her Target experience lasted nearly 11 years, culminating in the VP merchandise manager role and ending in early 2016. Shane was also the founder of The Studio Eight, a consulting firm, and was the founder and CEO of Fly Feet Running over the same period.
“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.”
REI Co-op President Mary Beth Laughton commented, “We’re thrilled to welcome Kristin to the co-op. 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.”
Images courtesy REI and Guitar Center
