How REI President and CEO Mary Beth Laughton Leads With Purpose
In this episode of Women in Retail Talks, Women in Retail Leadership Circle Co-Founder Melissa Campanelli interviews Mary Beth Laughton, president and CEO of REI Co-op, a specialty outdoor retailer and the nation’s largest consumer co-op. This interview was recorded at the Women in Retail Leadership Circle On the Road: Seattle event, held on Nov. 6. Listen in as Mary Beth details her career journey (1:30), lessons she’s learned from leading purpose-driven brands (6:15), and balancing mission and margin at those organizations (8:00). She discusses Peak 28, REI’s refreshed three-year strategic plan grounded in customer trust (9:15), energizing the company around culture change (13:00), and the opportunities she sees for women leaders in the traditionally male-dominated outdoor industry (14:30).
In addition, Mary Beth offers advice for women leaders looking to grow into executive roles (16:20), details how she created new roles for herself throughout her career by identifying company needs (18:45), and shares her approach to mentorship (22:00). Lastly, she details what she’s most looking forward to professionally and personally for the end of 2025 (24:30).
Mary Beth Laughton (she/her/hers) is president and CEO for REI Co-op. She is an accomplished retail and digital leader renowned for driving omnichannel growth, pioneering innovative digital experiences, and cultivating high-performance teams for some of the world’s most iconic consumer brands. Before joining REI, Mary Beth served as global head of Nike Direct, overseeing Nike’s direct-to-consumer business globally, which included over 6,000 Nike stores, Nike.com, Nike apps, and Nike’s membership program.
Before Nike, Mary Beth was president and CEO of Athleta, where she led the brand’s transformation and growth of over 50 percent, earning recognition as one of Fast Company’s Most Creative People in Business. She also spent over eight years at Sephora, leading the U.S. stores and e-commerce business, and nearly a decade at Nike, holding leadership roles across strategy, merchandising, and e-commerce. Her career began at McKinsey & Company as a consultant.
Mary Beth is widely regarded for her ability to anticipate future consumer needs and trends, combining strategic rigor with a bias for action. She’s a collaborative, transparent leader who empowers teams to operate with agility and excellence, fostering cultures of belonging and high performance. A visionary executive, she prioritizes sustainable, long-term growth and the co-op’s enduring mission and purpose over short-term gains. Mary Beth has served on the boards of REI and Impossible Foods and currently serves on the board of Instacart. She holds a bachelor’s degree from Indiana University and a M.B.A. from Harvard Business School. She lives in Portland, Oregon, with her husband and two children.
Date: December 9, 2025
Credits: Mary Beth Laughton
Duration: 26:37
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