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

REI CEO Mary Beth Laughton navigates the challenges of maintaining a mission-driven consumer cooperative in a volatile retail landscape. By prioritizing long-term sustainability over short-term quarterly gains, the company leverages its unique structure to foster deep member loyalty and advocate for public land protection. Laughton emphasizes the critical role of human expertise—embodied by the "green vest" staff—as a primary differentiator against digital-only competitors. While integrating AI to remain competitive in modern search and shopping environments, the strategy remains rooted in authentic human connection and shared outdoor experiences. Drawing on leadership lessons from Nike, Athleta, and Sephora, Laughton balances the necessity of financial health with a commitment to inclusive values, ensuring the cooperative remains resilient and relevant for its next 88 years.