Dive Brief:
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Former Foot Locker executive Kim Waldmann has joined REI as chief commercial officer, the outdoor retailer announced Wednesday.
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She is tasked with uniting “key elements of REI’s commercial ecosystem across stores, e-commerce and operations to strengthen how the co-op shows up for its member-owners and customers.”
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Waldmann spent two and a half years at Foot Locker, most recently overseeing customer experience across brand, digital, loyalty and stores. She’s also had leadership roles at Athleta and Sephora, where REI CEO Mary Beth Laughton also had stints.
Dive Insight:
Last year was rough at REI, which axed its experiences business, announced store closures and lost a board vote to the REI Union. Eleven REI stores have unionized so far, and the retailer’s antiunion efforts have disappointed many customers.
REI, like others in the space, is also grappling with sales declines and operating losses.
This year, though, the company’s board seats were filled without controversy. In fact, REI’s board has welcomed a superstar to its ranks, with former Patagonia CEO Rose Marcario elected in February.
In a statement posted to LinkedIn, Waldmann hailed REI for “its market leadership, trailblazing culture and member-first approach.”
“I can’t wait to be a part of this exceptional and passionate team. Here is to helping all our members and more consumers find joy and adventure in the outdoors,” she said.
The retailer is already closing a store this year, in Eugene, Oregon, which had operated for nearly 35 years — but that location was replaced with another that opened elsewhere in town.
