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Nike Executive Mary Beth Laughton Named Incoming CEO of REI

Prime Highlights: 

Mary Beth Laughton, former Nike executive, will become REI’s next president and CEO, succeeding Eric Artz who will retire on March 31, 2025. 

Laughton has extensive experience, having previously served as CEO of Athleta and held senior roles at Sephora. She led Nike’s Global Direct to Consumer division since 2023. 

Under Artz’s leadership, REI navigated significant challenges, including the pandemic’s impact on the retail sector, operating losses, and restructuring. The company is now on track for a near break-even performance in 2024. 

Key Background: 

Recreational Equipment, Inc. (REI) has appointed Mary Beth Laughton as its next president and CEO, effective March 31, 2025. Laughton, currently serving as Nike’s Global Direct to Consumer leader since August 2023, will replace Eric Artz, who is set to retire at the end of March after six years as CEO. 

Laughton brings extensive leadership experience to REI, having previously served as CEO of sportswear brand Athleta and held senior roles at Sephora. She was also a board director at REI from 2017 to 2019. At Nike, Laughton led the company’s direct-to-consumer strategy, which emphasized the expansion of Nike’s e-commerce presence and branded stores, reducing reliance on retail partners. This strategic pivot was especially crucial as Nike worked to regain market share in its legacy running category while re-establishing relationships with retail partners like Foot Locker and Dick’s Sporting Goods. 

REI’s board chairman, Chris Carr, expressed confidence in Laughton’s ability to build on the foundation established by Artz, noting her proven track record and leadership skills. Artz, who joined REI in 2012 as CFO before becoming CEO in 2019, has overseen the company through a period of significant challenges, including the impact of the COVID-19 pandemic on the outdoor retail sector. Under his leadership, REI navigated steep operating losses, restructuring efforts, and recent layoffs, positioning the company on a path toward recovery. REI’s 2024 financial report is expected to show a near break-even performance, a significant improvement from the losses of $311 million in 2023 and $164 million in 2022. Laughton will officially assume her role as REI’s president on February 3, 2025, spending the first two months engaging with employees, customers, and partners to prepare for her transition to CEO.