409. Inside REI’s strategy for trust, community, and growth
Retail Gets Real · with Mary Beth Laughton · March 10, 2026 · 30 min
Summary
In this episode, REI Co-op CEO Mary Beth Laughton reveals how to balance innovation, culture, and purpose to drive growth in retail. She shares REI's strategy for leveraging its co-op model, evolving an 87-year-old culture, and integrating AI while staying true to its mission. This is a masterclass in purpose-driven retail leadership.
Key takeaways
Leverage a co-op or membership model to foster deep community and trust, which in turn drives sustained growth and brand loyalty.
Implement a 'purpose-driven' strategy by consistently aligning business decisions with core mission and values, even amidst technological shifts like AI adoption.
Actively evolve long-standing company cultures by balancing tradition with adaptability, ensuring the organization remains agile and resilient.
Translate high-level strategies into actionable steps by fostering a culture that embraces change and continuous improvement across all levels of the organization.
Proactively explore and integrate emerging technologies like AI with a clear vision for how they support existing values and future growth, rather than just chasing trends.
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.(00:00:00) From consulting to leading iconic retail brands(00:05:51) Leveraging REI’s unique strengths for growth(00:07:37) Navigating culture at an 87-year-old retailer(00:09:25) REI’s strategy for the next chapter of growth(00:11:09) Turning strategy into action at REI(00:15:37) Leading retail in the age of AI(00:18:23) Keeping purpose at the center of the business(00:20:31) Building a culture that embraces change(00:24:01) The evolving future of retailThe National Retail Federation is the world’s largest retail trade association.Every day, we passionately stand up for the people, policies and ideas that help retail succeed.Resources:• Become an NRF member and join the world’s largest retail trade association• Learn about our retail education platform, NRF Foundation, at nrffoundation.org• Learn about retail advocacy at nrf.com/advocacy• Find more episodes at retailgetsreal.comRelated:• 39
What does this episode say about retail & omnichannel?
Leverage a co-op or membership model to foster deep community and trust, which in turn drives sustained growth and brand loyalty.
What does this episode say about founder & leadership?
Implement a 'purpose-driven' strategy by consistently aligning business decisions with core mission and values, even amidst technological shifts like AI adoption.
What does this episode say about brand & content?
Actively evolve long-standing company cultures by balancing tradition with adaptability, ensuring the organization remains agile and resilient.
What does this episode say about ai & automation?
Translate high-level strategies into actionable steps by fostering a culture that embraces change and continuous improvement across all levels of the organization.
What does this episode say about retail & omnichannel?
Proactively explore and integrate emerging technologies like AI with a clear vision for how they support existing values and future growth, rather than just chasing trends.
