REI Co-op Returning to Its Values, Says CEO Mary Beth Laughton
In a recent address at the Outside Summit held in Denver, Colorado, Mary Beth Laughton, the newly appointed President and CEO of REI Co-op, shared her vision for the company’s future, emphasizing a return to its core values. Since taking the helm in January, Laughton has witnessed significant shifts in both the political landscape and the outdoor industry, prompting her to reassess the direction of the co-op.
Under Laughton’s leadership, REI aims to reinforce its commitment to community, sustainability, and outdoor access—principles that have long defined the brand but may have been overshadowed by recent industry trends. She stated, “We must remain true to our roots and our mission, which is to connect people to the outdoors and create a more inclusive environment for all.”
One of the critical challenges Laughton highlighted is the increasing commercialization of outdoor activities. As brands compete for market share, there is a risk of losing sight of the shared values that brought outdoor enthusiasts together in the first place. Laughton believes that REI has an opportunity to stand out by focusing on its co-op model, which prioritizes the interests of its members over profits. This model allows REI to engage with its community authentically, creating a sense of belonging that resonates deeply with outdoor lovers.
To illustrate this point, Laughton referenced the impact of COVID-19 on outdoor participation. The pandemic prompted a surge in interest in outdoor activities, with many people seeking solace in nature. However, as participation grew, so did the problems of overcrowding and environmental degradation. Laughton emphasized the importance of responsible stewardship of outdoor spaces, which aligns with REI’s values. “We need to educate our members and the wider public on how to enjoy the outdoors responsibly,” she said, underscoring REI’s role in fostering sustainable outdoor practices.
Moreover, Laughton addressed the importance of inclusivity in outdoor experiences. She pointed out that many communities are still underrepresented in outdoor activities due to cultural, economic, or physical barriers. To combat this, REI is committed to initiatives that promote diversity and accessibility. For example, the co-op is investing in partnerships with organizations that serve marginalized communities, providing resources and opportunities for people who may have traditionally felt excluded from outdoor spaces.
Sustainability is another cornerstone of Laughton’s approach. As climate change continues to pose a significant threat to outdoor environments, REI is doubling down on its sustainability efforts. The co-op has pledged to be a leader in responsible sourcing and reducing its carbon footprint. By integrating sustainability into every aspect of its business—from product design to supply chain management—REI aims to not only meet the expectations of its members but also set an example for the industry.
The CEO also discussed the importance of innovation in maintaining REI’s competitive edge. While the co-op remains true to its values, it must also adapt to changing consumer preferences and technological advancements. Laughton mentioned the need for REI to continue enhancing its digital platforms to provide seamless shopping experiences, particularly as more consumers turn to online channels. This balance between traditional retail and digital innovation will be crucial for REI’s growth in the coming years.
As Laughton moves forward in her role, her leadership style reflects a deep understanding of both the outdoor industry and the evolving needs of consumers. By reaffirming REI’s commitment to its core values, she is positioning the co-op not just as a retailer but as a vital community resource. Laughton’s vision underscores that success in the outdoor retail space is not solely defined by sales figures but also by the impact a company has on the community and the environment.
In conclusion, Mary Beth Laughton’s emphasis on returning to REI’s foundational values signals a promising direction for the co-op. By focusing on community engagement, inclusivity, sustainability, and innovation, REI can strengthen its brand identity and continue to inspire a love for the outdoors among diverse audiences. The journey ahead may be challenging, but with Laughton at the helm, REI is well-positioned to navigate the complexities of the evolving outdoor retail landscape.
outdoorretail, sustainability, inclusivity, leadership, REI