REI Names Waldmann Chief Commercial Officer

SEATTLE, WASHINGTON (March 10, 2026) — Specialty outdoor retailer REI Co-op announced Kim Waldmann has joined the company as its new chief commercial officer, effective March 9, 2026. In this role, Waldmann will unite 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.

“We’re thrilled to welcome Kim to the co-op,” said Mary Beth Laughton, president and CEO of REI. “Kim brings deep commercial expertise and a strong member-first mindset that will help us deliver on our promise to be the most trusted retailer for people who love the outdoors. Kim understands how to connect strategy and execution across channels in ways that feel seamless and authentic to our members, and her leadership will help us continue evolving while staying true to what makes REI distinctive.”

Waldmann joined REI from Foot Locker, Inc., where she most recently served as global chief customer officer, leading the company’s enterprise-wide transformation of the customer experience across brand, digital, loyalty and in-store touchpoints. Prior to that, she was chief marketing and digital officer at Athleta, driving digital acceleration, rapid customer growth and launching innovative omnichannel experiences during a period of expansion.

Earlier in her career, she held multiple leadership positions at Sephora, including vice president and general manager of Sephora.com, where she led record growth and increased market share for the retailer’s online business.

“I am proud to join REI at a pivotal moment for the co-op and the outdoor industry. REI has always stood apart for its market leadership, trailblazing culture and member-first approach,” Waldmann said. “Personally, access to nature has broadened my horizons, helped me build community and deepen connections. I look forward to being a part of the REI team to elevate the member experience across channels and invite more consumers in to find joy and adventure in the outdoors.”

REI is a long-time member of NSGA.