Former Foot Locker executive Kim Waldmann is joining REI Co-op as chief commercial officer, effective March 9, 2026.
In her new role, Waldmann will oversee REI’s stores, e-commerce, and operations, with a focus on uniting those channels into a more cohesive experience for the co-op’s 25 million members, according to a news release.
“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,” said REI CEO Mary Beth Laughton in a statement. “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.”
Who Is Kim Waldmann?
Waldmann arrives at REI from Foot Locker, which was acquired by Dick’s Sporting Goods last year in a deal valued at $2.4 billion, where she served as global chief customer officer. In that role, she led the company’s enterprise-wide transformation of the customer experience across brand, digital, loyalty, and in-store touchpoints.
Before Foot Locker, Waldmann was chief marketing and digital officer at Athleta, where she drove digital acceleration and launched omnichannel experiences during a period of expansion. Earlier in her career, she held several leadership roles at Sephora, including vice president and general manager of Sephora.com, where she delivered record growth and increased market share for the retailer’s online business. Laughton has also held roles at Sephora and Athleta.
“I am proud to join REI at a pivotal moment for the co-op and the outdoor industry,” Waldmann said. “REI has always stood apart for its market leadership, trailblazing culture and member-first approach. Personally, access to nature has broadened my horizons, and 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.”
How Is REI Doing?
REI reported a net loss in recent years following a period of rapid expansion, leading to store closures, layoffs, and a broader restructuring of its operations. The co-op has been working to stabilize its finances while holding on to what differentiates it: its membership model, its commitment to the outdoors and its reputation for knowledgeable staff and quality gear under a new strategy called Peak 28. Mary Beth Laughton took the helm of the company in Spring 2025, and Chief Merchandising Officer Kristin Shane joined the company shortly after.
