REI Co-op has named former Foot Locker executive Kim Waldmann as its new chief commercial officer, effective March 9.
In this new role, the specialty outdoor retailer noted that Waldmann will work to “unite key elements of REI’s commercial ecosystem across stores, e-commerce and operations to strengthen how the co-op shows up for its member-owners and customers.”
Mary Beth Laughton, president and chief executive officer of REI, welcomed Waldmann in a statement.
“Kim brings deep commercial expertise and a strong member-first mindset that will help us deliver on our promise to be the most trusted retailer for people who love the outdoors,” Laughton said. “Kim understands how to connect strategy and execution across channels in ways that feel seamless and authentic to our members, and her leadership will help us continue evolving while staying true to what makes REI distinctive.”
Waldmann joins REI from Foot Locker, where she most recently served as global chief customer officer from April 2023 up through the retailer’s acquisition by Dick’s Sporting Goods in September 2025. At Foot Locker, Waldmann was responsible for leading the company’s enterprise-wide transformation of the customer experience across brand, digital, loyalty and in-store touchpoints.
Prior to Foot Locker, Waldmann was chief marketing and digital officer at Athleta, where she worked on digital acceleration, rapid customer growth and launching innovative omnichannel experiences during a period of expansion.
Earlier in her career, she held multiple leadership positions at Sephora, including vice president and general manager of Sephora.com, where she led record growth and increased market share for the retailer’s online business.
“I am proud to join REI at a pivotal moment for the co-op and the outdoor industry,” Waldmann added. “REI has always stood apart for its market leadership, trailblazing culture and member-first approach. Personally, access to nature has broadened my horizons, helped me build community and deepen connections. I look forward to being a part of the REI team to elevate the member experience across channels and invite more consumers in to find joy and adventure in the outdoors.”
