Retail Gets Real Podcast

Inside REI’s strategy for trust, community and growth

Retail Gets Real episode 409: REI Co-op CEO Mary Beth Laughton shares insights on retail leadership, building culture and the future of community-driven retail

March 10, 2026

REI Co-op's Mary Beth Laughton on the Retail Gets Real podcast at NRF 2026: Retail's Big Show.

Leadership in retail today requires balancing innovation, culture and purpose. Mary Beth Laughton, president and CEO of REI Co-op, joins this episode of Retail Gets Real to share lessons from a career spanning some of the most influential brands in retail and explain how she is guiding REI into its next chapter. She discusses her career journey, the role of mentorship and how the co-op is evolving its strategy while staying rooted in its mission and values.

Building a career across iconic retail brands

Laughton’s career took her through leadership roles at Nike, Sephora and Athleta before stepping into the top role at REI. She says early exposure to the rise of ecommerce shaped her career path and helped her recognize how digital innovation would transform retail.

Over time, those experiences allowed her to develop expertise in direct-to-consumer strategy and digital retail; each chapter of her career offered new insights into how companies connect with customers and build meaningful relationships.

Mary Beth Laughton, president and CEO of REI Co-op

Protecting REI’s mission while evolving the business

REI’s strong mission and community-oriented identity have long been defining features of the brand. Laughton says the company’s 25 million members and nearly 200 stores create a unique foundation for growth.

One of the key opportunities she sees at REI is the ability to build on the co-op’s distinctive strengths, including knowledgeable employees, known as “green vests,” who bring real outdoor experience to customer interactions.

The company’s long-term strategy, known as Peak 28, outlines a three-year plan designed to position REI as the most trusted retailer for outdoor enthusiasts. It includes strategic priorities such as evolving product assortment, enhancing customer experiences, strengthening membership benefits and developing the company’s culture.

The role of culture in driving change

As an 87-year-old retailer with a deeply rooted identity, REI faces both advantages and challenges when it comes to organizational culture. Laughton says that while the company’s heritage is a powerful strength, long-standing traditions can sometimes make change difficult. That reality makes culture a central focus for leadership.

"We do need to preserve a lot of what makes REI special. At the same time I realized my job has to be to lead us to a new future, a new place," Laughton says.

To encourage innovation and adaptability, REI emphasizes a culture defined by three core ideas: being connected, focused and trailblazing. Laughton says the company encourages teams to take calculated risks and learn quickly from failures as they pursue new opportunities.

Human connection in the age of AI

As technology continues to reshape retail, Laughton believes the companies that succeed will combine digital innovation with authentic human experiences.

She says artificial intelligence will improve efficiency and personalization across retail, but it cannot replicate the real-world experience and emotional connection that customers value. For REI, that means blending advanced technology with the expertise and passion of employees who share customers’ love for the outdoors.

“AI is going to be super smart, super fast, but it's never going to have that lived experience of actually being out on a camping trip or actually being out on a hike,” Laughton says. “Our green vest employees have that lived experience ... and they really care about our customers in an emotional, human way. And that, I think, is super powerful."

Looking ahead, Laughton sees stores evolving into community hubs where people connect around shared interests. By combining digital innovation, trusted relationships, and a strong sense of purpose, she believes retailers can build deeper relationships with customers and create lasting value.