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Maryam Beth Laughton, a organization with a rich inheritance of a rich legacy, the CEO of Administration (REI), CEO (REI), AC (REI), has been established by Lloyd and Mary Anderson only in Europe. Since then, REI has protected its status as a cooperative (co-op)
Laughton, losing money and entered a company that took place in opponents. Rei reported a net loss of $ 156.4 million in 2024; The income fell from 6.2% to $ 3.53 billion.
In order to be a slide and stamp to reverse the brand “The most reliable retailer for people who love the outdoors” was aimed at managing the rei strong and membership in the RII, aiming to manage the strong parties. Just spoke to Modern CEO About the plan.
To develop, evaluate, rose, engage in
“It’s definitely not to rediscover the co-op,” he says. “These assets are already talking about and are unique. But you need to make a profit because we can re-invest in and re-invest in communities and employees in communities and employees.”
Plan calls Rei’s culture and urges inventory and inventory and urges the inventory to increase customer service and experience and attract members to attract members.
“We are talking about being more related, careful and trail mission,” says, “putting customers in the center, make a less effective project and move faster. He adds: “If we do not justify the culture, the rest of the strategic columns do not matter.”
To distinguish Rei experience
Competition, Dick Sports goods, E-commerce giant Amazon and new brands such as new brands, new brands such as new brands, countston and his team, a new brands such as his team aimed to differentiate the rej shopping experience. They also touch the knowledge and concepts of the REI, which are known as “green jackets, which are known as” green jackets “, as well as products that apply to specialists, and the products that apply to the form they wear. “They are very passionate in the open air; they can offer many leadership and experience,” he says. He is also looking for ways to “bring green vest online.” Expert advice along the online shopping experience.
There are also rei’s own expectations of those green jackets. 11 Workers’ Union, an effort that started in 2020, made an effort that began to worry about working security during the pandemic. At the beginning of this year, the unions representing the REI and employees came to an agreement that made the contract negotiations. “We show that we want to move forward and work together to reach there.”
New vision, solid roots
Laughton is well placed in the REI to help the CRISP purchasing on the basics of retail and online shopping. Before connecting to Co-OP, it entered the business of more than 6,000 stores, e-commerce (DTC) (before the Nike, he spent more than a decade of shoes and clothing giant, and the CEO of Athletes and CEO Sephora started his career as a McKinsey & Company consultant.
In the same way, in a number of sizes, exercise devices have expanded the customer base with styles for wear in the gym or yoga studio, and we can confuse and match people in fact in fact, “he says.
But don’t expect Couppe to move away from the roots. “We want to be on a trend, but we’re not fashionable that we want to be sure,” he says. “Because it’s not rei.”
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