REI's Mary Beth Laughton Sees a Bright Future for Outdoor Chain [Yahoo! Finance]
Brookfield Asset Management Inc. (BAM)
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Source: Yahoo! Finance
Sitting down with Fast Company executive editor Amy Farley for a one-on-one chat at the National Retail Federation convention, Laughton spoke about her efforts to strike a balance between moving the 87-year-old brand forward while upholding its heritage, culture and values. This includes serving both its core customer base and those who are newer to the outdoors. More from WWD Polène Lands in Italy With Milan Store Volcom, Boardriders to Return to Hawaii With Flagships Gymshark to Open First U.S. Flagship in NoHo on Saturday “Embracing that full set of consumers can really help not only grow REI, but help further our mission, because our mission is all about getting as many people outdoors as we can,” she said. When Laughton joined REI roughly a year ago , the veteran of Nike, Sephora and Athleta went on a three-month listening tour, visiting stores, distribution centers and vendors. She asked employees for insights on the REI consumer and their perspectives on which aspe
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