REI’s secrets to sustaining a beloved brand and touching grass

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Mary Beth Laughton (1:42)

The biggest thing at stake, I think, is making sure we can be around for another 88 years. How do we create a long-term sustainable co-op that is healthy, that continues to leverage our strength and our heritage, doesn't lose sight of our mission and values?

It is a tricky equation, but what's so amazing about REI is just the passion of the people. And that just gives me the faith that we will get to that really healthy place again and do so much good for the world as well.

Bob Safian (2:19)

That's Mary Beth Laughton, CEO of iconic outdoor goods retailer REI.

MB, as she's known, came over from Nike in early 2025, tasked with reviving a business plagued by post-pandemic losses and internal discontent. MB talks with me about her priorities in riding the ship, including REI's unusual structure as a cooperative, tasked with serving members rather than shareholders. She also talks about steps she's taken to publicly distance REI from the Trump White House and lessons she's applying from her previous executive roles at Nike, Athleta and Sephora. So, let's get to it. I'm Bob Safian and this is Rapid Response.

I'm Bob Safian. I'm here with Mary Beth Laughton, President and CEO of REI. MB, welcome to the show.

Mary Beth Laughton (3:15)

Thanks, Bob. So great to be here.

Bob Safian (3:17)

I was in Soho in Manhattan just a few days ago, and I walked past where the REI store used to be. It was kind of sad not to see it there.

Mary Beth Laughton (3:26)

Yeah.

Bob Safian (3:27)

I'd heard that there was a symbolic funeral ceremony for the store.

Mary Beth Laughton (3:30)

Yeah. People put post-it signs on the windows. I think there was just a lot of love for that store, but obviously for REI overall. I think a lot of people liked the bathrooms in that store, I heard.

Bob Safian (3:43)

The bathrooms, very important in a New York City location. Clean bathrooms.

Mary Beth Laughton (3:47)

That's right. That was a great store.

Bob Safian (3:49)

Yeah. REI is a company built around getting people into the outdoors. Are you an outdoorsy person yourself? Have you always been?

Mary Beth Laughton (3:57)

Yes, very much so. Since I was a little kid just running around the neighborhood, being outside has always been something that's really freeing for me and centers and grounds me. I just feel just really myself when I'm outside. These days, I spend time hiking a lot. Living in the Pacific Northwest is great for that.

Bob Safian (4:18)

I was a city kid. I grew up in New York. I've lived here my whole life.

I like to be outside, but my time in the great outdoors these days is largely near my Brooklyn apartment in Prospect Park. Do folks like me stack up against true outdoorsmen and women as customers?

Mary Beth Laughton (4:37)

Oh, for sure. Yeah. I mean, we welcome everybody who loves the outdoors. We want to be part of your outdoor life, whether you're climbing a 14-er or you're at your local urban park, right?

Bob Safian (4:49)

Climbing a 14-er. See, this is not an expression I'm used to. Are you a climber?

Mary Beth Laughton (4:54)

No, no, but I appreciate people who are.

Bob Safian (4:58)