REI Co-op Returning to Its Values, Says CEO Mary Beth Laughton
In a world where corporate values often take a backseat to profit margins, REI Co-op is making a bold statement under the leadership of its new President and CEO, Mary Beth Laughton. Appointed in January, Laughton has quickly become a voice for a renewed commitment to the company’s founding principles. Speaking at the recent Outside Summit in Denver, she emphasized the importance of authenticity and community engagement, signaling a shift back to the values that have always defined REI.
Laughton’s leadership comes at a time when the outdoor retail industry is facing significant challenges, from the impacts of climate change to shifting consumer behaviors. These challenges have prompted many companies to reconsider their strategies, but Laughton is determined to steer REI toward a path that prioritizes its core values over mere profitability. “We’re not just a retailer,” Laughton stated. “We’re a co-op, and that means we have a responsibility to our members and to the environment.”
One of the most significant strategies Laughton has introduced is the focus on sustainability. REI has long been recognized for its commitment to the environment, but under Laughton’s leadership, the company is intensifying its efforts. For instance, REI plans to enhance its product offerings with a greater emphasis on sustainable materials and practices. This move not only caters to environmentally conscious consumers but also positions REI as a leader in sustainable retail.
Moreover, Laughton highlighted the importance of community engagement. REI’s initiatives to foster local outdoor communities are being ramped up, with plans for more events and partnerships that encourage participation in outdoor activities. This commitment is not merely a business strategy; it is a fundamental aspect of what it means to be a co-op. By engaging communities, REI strengthens its brand loyalty and creates a sense of belonging among its members.
Laughton’s vision extends beyond the immediate future. She aims to create a long-lasting impact on the outdoor industry that aligns with REI’s core principles of inclusivity and accessibility. “We want to ensure that everyone has the opportunity to experience the outdoors,” she said. This commitment is evident in REI’s ongoing efforts to diversify its workforce and make outdoor experiences accessible to underrepresented groups.
Another key area of focus for Laughton is the digital transformation of REI. As consumer behaviors shift toward online shopping, REI is investing in its e-commerce capabilities while maintaining the essence of its brick-and-mortar experience. Laughton understands that a seamless omnichannel experience is crucial for meeting customer expectations. By integrating technology into the shopping experience, REI can enhance customer engagement and make the outdoor retail experience more accessible.
The importance of transparency in business practices is also a cornerstone of Laughton’s leadership philosophy. She advocates for open communication with both employees and consumers. This transparency builds trust, which is essential for any brand looking to thrive in today’s competitive landscape. By sharing the challenges and successes that REI faces, Laughton aims to foster a deeper connection with members and customers alike.
In the face of political and environmental turmoil, Laughton’s leadership is a breath of fresh air for REI Co-op. Her commitment to returning to the company’s values resonates strongly in an industry that increasingly needs to navigate complex challenges. With a clear vision for sustainability, community engagement, and transparency, Laughton is setting REI on a course that not only honors its heritage but also prepares it for a sustainable future.
As we look to the future, it is evident that REI Co-op is not just adapting to change; it is leading the charge. Under Laughton’s guidance, the company is reaffirming its role as a steward of not only the outdoor community but also the planet. By prioritizing values over profits, REI is poised to emerge stronger and more relevant than ever in a rapidly evolving market.
The outdoor retail landscape may be changing, but with leaders like Mary Beth Laughton at the helm, REI Co-op is committed to ensuring that its foundational values remain at the forefront of its business strategy. In doing so, it sets a powerful example for other retailers in the industry.
sustainability, outdoor retail, REI Co-op, Mary Beth Laughton, community engagement