Latest / Omni Talk Retail / REI’s CEO on Rebuilding Growth, Reinventing Membership, and Blending AI With Human Connection | NRF 2026

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REI’s CEO on Rebuilding Growth, Reinventing Membership, and Blending AI With Human Connection | NRF 2026 · Omni Talk Retail

• 0:00
  Welcome
• 0:00
  back,
• 0:00
  everyone.
• 0:01
  This
• 0:01
  is
• 0:01
  omnitalk
• 0:02
  Retail.
• 0:02
  I'm
• 0:03
  Anne
• 0:03
  Mazinga.
• 0:03
  And
• 0:03
  I'm
• 0:04
  Chris
• 0:04
  Walton.
• 0:04
  And
• 0:04
  we
• 0:05
  are
• 0:05
  coming
• 0:05
  back
• 0:05
  live
• 0:06
  from
• 0:06
  NRF
• 0:07
  2026
• 0:09
  from
• 0:09
  the
• 0:09
  Vuzion
• 0:10
  booth.
• 0:10
  Big
• 0:10
  thanks
• 0:11
  to
• 0:11
  Vuzion
• 0:11
  for
• 0:11
  helping
• 0:12
  us
• 0:12
  bring
• 0:12
  you
• 0:12
  all
• 0:13
  these
• 0:13
  interviews
• 0:13
  and
• 0:13
  our
• 0:13
  coverage
• 0:14
  from
• 0:14
  the
• 0:15
  show.
• 0:16
  Next,
• 0:16
  we
• 0:16
  have
• 0:17
  for
• 0:17
  me,
• 0:17
  a
• 0:17
  returning
• 0:18
  guest.
• 0:19
  Mary
• 0:19
  Beth
• 0:19
  and
• 0:20
  I
• 0:20
  have
• 0:20
  had
• 0:20
  the
• 0:21
  chance
• 0:21
  to
• 0:21
  connect
• 0:22
  back
• 0:22
  when
• 0:22
  you
• 0:22
  were
• 0:22
  at
• 0:23
  fedlab.
• 0:23
  Right.
• 0:25
  And
• 0:25
  so
• 0:25
  forth.
• 0:26
  Those
• 0:26
  who
• 0:26
  are
• 0:26
  meeting
• 0:26
  Mary
• 0:27
  Beth
• 0:27
  for
• 0:27
  the
• 0:27
  first
• 0:27
  time.
• 0:28
  Mary
• 0:28
  Beth
• 0:28
  Lawton
• 0:29
  is
• 0:29
  the
• 0:29
  CEO
• 0:29
  of
• 0:30
  rei.
• 0:31
  Welcome
• 0:31
  back
• 0:31
  to
• 0:32
  Omni
• 0:32
  Talk.
• 0:32
  Thank
• 0:32
  you.
• 0:33
  Good
• 0:33
  to
• 0:33
  be
• 0:33
  here.
• 0:33
  It's
• 0:34
  so
• 0:34
  great
• 0:34
  to
• 0:34
  have
• 0:34
  you.
• 0:37
  Yeah.
• 0:37
  So
• 0:38
  let's
• 0:38
  dig
• 0:39
  in.
• 0:39
  So
• 0:39
  Ann
• 0:40
  mentioned,
• 0:40
  like,
• 0:40
  she's
• 0:40
  interviewed
• 0:41
  you
• 0:41
  before.
• 0:41
  Funny.
• 0:42
  Fun
• 0:42
  fact
• 0:42
  for
• 0:42
  those
• 0:43
  listening,
• 0:43
  too.
• 0:43
  You
• 0:43
  and
• 0:43
  I
• 0:43
  went
• 0:44
  to
• 0:44
  business
• 0:44
  school
• 0:44
  together.
• 0:44
  We
• 0:45
  did.
• 0:45
  So
• 0:45
  we
• 0:45
  know
• 0:45
  each
• 0:46
  other
• 0:46
  from
• 0:46
  business
• 0:46
  school.
• 0:46
  We're
• 0:46
  in
• 0:47
  the
• 0:47
  same
• 0:47
  class.
• 0:47
  No,
• 0:47
  you're
• 0:48
  a
• 0:48
  year
• 0:48
  ahead
• 0:48
  of
• 0:48
  me.
• 0:48
  Ah,
• 0:48
  okay.
• 0:50
  Yeah,
• 0:50
  yeah,
• 0:51
  you're
• 0:51
  a
• 0:51
  year
• 0:51
  ahead
• 0:51
  of
• 0:51
  me.
• 0:51
  Okay.
• 0:52
  And
• 0:53
  so,
• 0:53
  yeah,
• 0:53
  tell
• 0:54
  us
• 0:54
  about
• 0:54
  your
• 0:54
  background
• 0:54
  and
• 0:55
  then
• 0:55
  also,
• 0:56
  you
• 0:56
  know,
• 0:56
  what's
• 0:57
  been
• 0:57
  your
• 0:57
  early
• 0:58
  impressions
• 0:58
  of
• 0:58
  rei?
• 0:59
  Yeah,
• 0:59
  so
• 0:59
  I've
• 0:59
  been
• 1:00
  at
• 1:00
  REI
• 1:00
  almost
• 1:00
  a
• 1:01
  year
• 1:01
  now.
• 1:01
  It'll
• 1:01
  be
• 1:01
  a
• 1:01
  year
• 1:02
  in
• 1:02
  February,
• 1:02
  which
• 1:02
  is
• 1:03
  hard
• 1:03
  to
• 1:03
  believe.
• 1:04
  It's
• 1:04
  been
• 1:04
  a
• 1:04
  whirlwind
• 1:05
  of
• 1:05
  a
• 1:05
  year.
• 1:05
  A
• 1:06
  great
• 1:06
  experience
• 1:06
  so
• 1:07
  far,
• 1:08
  and
• 1:08
  I
• 1:08
  do
• 1:08
  think
• 1:08
  it's
• 1:09
  been
• 1:09
  really
• 1:09
  drawing
• 1:09
  on
• 1:10
  my
• 1:10
  past
• 1:10
  experiences
• 1:11
  from
• 1:11
  my
• 1:11
  career
• 1:12
  and
• 1:12
  kind
• 1:12
  of
• 1:13
  all
• 1:13
  the
• 1:13
  different
• 1:13
  chapters
• 1:14
  of
• 1:14
  my
• 1:14
  career
• 1:14
  so
• 1:15
  far.
• 1:15
  So,
• 1:16
  you
• 1:16
  know,
• 1:16
  I've
• 1:16
  spent
• 1:16
  the
• 1:17
  majority
• 1:17
  of
• 1:17
  my
• 1:17
  career
• 1:17
  at
• 1:18
  consumer
• 1:18
  brands,
• 1:20
  really,
• 1:20
  in
• 1:20
  kind
• 1:20
  of
• 1:20
  the
• 1:20
  digital
• 1:21
  innovation
• 1:21
  space,
• 1:22
  but.
• 1:22
  But
• 1:22
  also
• 1:23
  in
• 1:24
  a
• 1:24
  lot
• 1:24
  of
• 1:24
  retailers
• 1:24
  where
• 1:25
  we're
• 1:25
  always
• 1:25
  balancing
• 1:26
  kind
• 1:26
  of
• 1:26
  growth
• 1:27
  and
• 1:27
  innovation
• 1:27
  with
• 1:28
  getting
• 1:28
  retail
• 1:29
  fundamentals
• 1:29
  in
• 1:29
  place
• 1:30
  to
• 1:30
  scale
• 1:30
  the
• 1:31
  business.
• 1:31
  And
• 1:31
  I
• 1:31
  love
• 1:31
  both
• 1:32
  of
• 1:32
  those
• 1:32
  sides
• 1:32
  of
• 1:33
  things.
• 1:33
  So
• 1:33
  it's
• 1:33
  been
• 1:33
  great
• 1:34
  to
• 1:34
  come
• 1:34
  to
• 1:34
  rei,
• 1:35
  where
• 1:35
  we're
• 1:35
  very
• 1:35
  much
• 1:36
  in
• 1:36
  the
• 1:36
  midst
• 1:36
  of
• 1:37
  looking
• 1:37
  to
• 1:37
  do
• 1:37
  both
• 1:38
  of
• 1:38
  those
• 1:38
  and
• 1:38
  drive
• 1:39
  a
• 1:39
  lot
• 1:39
  of
• 1:39
  growth.
• 1:40
  We
• 1:40
  have
• 1:40
  a
• 1:40
  lot
• 1:40
  of
• 1:41
  unique
• 1:41
  assets
• 1:41
  at
• 1:41
  rei,
• 1:42
  which
• 1:42
  is
• 1:42
  one
• 1:43
  of
• 1:43
  the
• 1:43
  things
• 1:43
  that
• 1:43
  really
• 1:43
  drew
• 1:44
  me
• 1:44
  in.
• 1:44
  In
• 1:44
  addition
• 1:45
  to
• 1:46
  the
• 1:46
  mission
• 1:47
  and
• 1:47
  the
• 1:47
  values,
• 1:47
  which
• 1:47
  are
• 1:48
  so
• 1:48
  strong,
• 1:48
  but
• 1:49
  the
• 1:49
  fact
• 1:49
  that
• 1:49
  we
• 1:50
  have
• 1:50
  25
• 1:50
  million
• 1:51
  members,
• 1:52
  we
• 1:52
  have
• 1:52
  amazing
• 1:53
  Greenvest
• 1:54
  employ.
• 1:54
  If
• 1:54
  you've
• 1:54
  been
• 1:54
  in
• 1:55
  our
• 1:55
  stores,
• 1:55
  who
• 1:56
  are,
• 1:56
  you
• 1:56
  know,
• 1:57
  trusted
• 1:57
  guides.
• 1:58
  They
• 1:58
  are,
• 1:58
  you
• 1:59
  know,
• 1:59
  amazing
• 1:59
  outdoor
• 2:00
  experts,
• 2:01
  and
• 2:01
  they
• 2:01
  really
• 2:01
  care
• 2:02
  about
• 2:02
  helping
• 2:03
  people
• 2:03
  find
• 2:03
  what
• 2:03
  they're
• 2:04
  looking
• 2:04
  for
• 2:04
  for
• 2:04
  the
• 2:04
  outdoors.
• 2:05
  So
• 2:05
  we
• 2:06
  have
• 2:06
  a
• 2:06
  lot
• 2:06
  going
• 2:06
  for
• 2:07
  us
• 2:07
  as
• 2:07
  a
• 2:07
  brand.
• 2:08
  A
• 2:08
  lot
• 2:08
  of
• 2:08
  work
• 2:08
  still
• 2:09
  to
• 2:09
  do,
• 2:09
  but
• 2:09
  it's
• 2:10
  a
• 2:10
  fun
• 2:10
  challenge.
• 2:10
  And
• 2:11
  so,
• 2:11
  yeah,
• 2:11
  I'm
• 2:11
  glad
• 2:11
  to
• 2:11
  be
• 2:11
  here.
• 2:12
  Well,
• 2:12
  let's
• 2:13
  talk
• 2:13
  a
• 2:13
  little
• 2:13
  bit
• 2:13
  about
• 2:13
  those.
• 2:14
  Those
• 2:14
  members.
• 2:15
  Mary
• 2:15
  Beth,
• 2:16
  tell
• 2:16
  me,
• 2:17
  you
• 2:17
  know,
• 2:17
  what
• 2:17
  is
• 2:17
  the.
• 2:18
  What.
• 2:18
  Who
• 2:18
  is
• 2:19
  the
• 2:19
  REI
• 2:20
  member
• 2:20
  now
• 2:21
  and
• 2:21
  what
• 2:22
  kind
• 2:22
  of
• 2:22
  experiences
• 2:23
  are
• 2:23
  they
• 2:23
  looking
• 2:23
  for?
• 2:23
  Both,
• 2:24
  you
• 2:24
  know,
• 2:24
  online,
• 2:25
  maybe
• 2:25
  starting
• 2:26
  their.
• 2:26
  Some
• 2:26
  of
• 2:26
  their
• 2:26
  search
• 2:27
  and
• 2:27
  discovery
• 2:27
  and
• 2:28
  then
• 2:28
  in
• 2:28
  the
• 2:28
  store,
• 2:29
  maybe
• 2:29
  with
• 2:29
  those
• 2:29
  green
• 2:29
  vests.
• 2:30
  Yeah,
• 2:30
  totally.
• 2:31
  So
• 2:31
  we
• 2:31
  call
• 2:31
  our
• 2:31
  target
• 2:32
  customer
• 2:32
  the
• 2:32
  Outdoor
• 2:33
  Evangelist.
• 2:34
  And
• 2:34
  I
• 2:35
  love
• 2:35
  that
• 2:35
  name
• 2:35
  because
• 2:36
  it's
• 2:36
  obviously
• 2:36
  someone
• 2:36
  who
• 2:37
  loves
• 2:37
  the
• 2:37
  outdoors.
• 2:38
  But
• 2:38
  then
• 2:38
  the
• 2:38
  evangelist
• 2:39
  part
• 2:39
  is
• 2:39
  they
• 2:39
  love
• 2:40
  talking
• 2:40
  about
• 2:40
  the
• 2:41
  outdoors
• 2:41
  and
• 2:41
  their
• 2:41
  love
• 2:41
  for
• 2:42
  the
• 2:42
  outdoors
• 2:42
  with
• 2:42
  others
• 2:43
  too.
• 2:43
  So
• 2:43
  it
• 2:43
  kind
• 2:43
  of
• 2:44
  creates
• 2:44
  this
• 2:45
  sense
• 2:45
  of
• 2:45
  community
• 2:46
  naturally,
• 2:46
  which
• 2:47
  is
• 2:47
  so
• 2:47
  much
• 2:47
  of
• 2:48
  what
• 2:48
  REI
• 2:48
  is
• 2:49
  about
• 2:49
  too.
• 2:49
  Just
• 2:50
  people,
• 2:50
  like
• 2:50
  minded
• 2:51
  people
• 2:51
  who
• 2:51
  love
• 2:51
  the
• 2:52
  outdoors,
• 2:52
  coming
• 2:52
  together
• 2:53
  to
• 2:53
  do
• 2:54
  fun
• 2:54
  things.
• 2:55
  And
• 2:55
  so,
• 2:55
  yeah,
• 2:56
  our
• 2:56
  customer
• 2:56
  base
• 2:57
  is
• 2:57
  pretty
• 2:57
  broad.
• 2:58
  I
• 2:58
  mean,
• 2:58
  people
• 2:58
  love
• 2:59
  all
• 2:59
  sorts
• 2:59
  of
• 2:59
  aspects
• 3:00
  of
• 3:00
  the
• 3:00
  outdoors,
• 3:01
  and
• 3:01
  they
• 3:01
  come
• 3:02
  from
• 3:02
  all
• 3:02
  different
• 3:02
  backgrounds
• 3:03
  and,
• 3:04
  you
• 3:04
  know,
• 3:04
  different
• 3:04
  frequency
• 3:05
  levels
• 3:05
  in
• 3:05
  terms
• 3:06
  of
• 3:06
  how
• 3:06
  much
• 3:06
  they're
• 3:07
  outside
• 3:07
  or
• 3:07
  not.
• 3:07
  And
• 3:08
  we
• 3:08
  really
• 3:08
  embrace
• 3:08
  all
• 3:09
  of
• 3:09
  them.
• 3:09
  We've
• 3:10
  always
• 3:10
  had
• 3:11
  a
• 3:11
  really
• 3:12
  core
• 3:12
  kind
• 3:12
  of
• 3:13
  outdoor,
• 3:13
  enthusiastic
• 3:14
  customer
• 3:14
  that's
• 3:15
  very
• 3:16
  committed
• 3:16
  to
• 3:17
  the,
• 3:17
  to
• 3:17
  the
• 3:17
  outdoors.
• 3:18
  But
• 3:18
  we
• 3:18
  also
• 3:18
  have,
• 3:19
  you
• 3:19
  know,
• 3:19
  I
• 3:19
  think
• 3:19
  Covid
• 3:19
  in
• 3:20
  particular
• 3:20
  brought
• 3:20
  a
• 3:20
  lot
• 3:20
  of
• 3:21
  people
• 3:21
  into
• 3:21
  the
• 3:21
  outdoors
• 3:22
  space
• 3:22
  that
• 3:23
  just
• 3:23
  want
• 3:23
  to
• 3:23
  be
• 3:24
  part
• 3:24
  of
• 3:24
  it
• 3:24
  and
• 3:24
  know
• 3:24
  what
• 3:24
  the
• 3:25
  mental
• 3:25
  and
• 3:25
  the
• 3:25
  physical
• 3:25
  benefits
• 3:26
  of
• 3:26
  it
• 3:26
  are
• 3:27
  and
• 3:27
  just
• 3:28
  want
• 3:28
  to
• 3:28
  participate.
• 3:29
  So
• 3:29
  we're
• 3:29
  making
• 3:29
  sure
• 3:30
  that
• 3:30
  we
• 3:30
  can
• 3:30
  really
• 3:31
  serve
• 3:31
  all
• 3:31
  of
• 3:31
  them.
• 3:32
  Is
• 3:32
  the
• 3:33
  outdoor
• 3:33
  Adventist?
• 3:33
  Is
• 3:33
  that
• 3:33
  something
• 3:34
  that
• 3:34
  you
• 3:34
  inherited
• 3:34
  or
• 3:34
  is
• 3:35
  that
• 3:35
  something
• 3:35
  that
• 3:35
  you've
• 3:35
  brought
• 3:36
  in
• 3:36
  since
• 3:36
  taking
• 3:36
  over?
• 3:37
  Well,
• 3:38
  maybe
• 3:38
  a
• 3:38
  little
• 3:38
  bit
• 3:38
  of
• 3:38
  both,
• 3:39
  because
• 3:39
  the
• 3:39
  team
• 3:40
  had
• 3:40
  done
• 3:40
  some
• 3:40
  work.
• 3:40
  I
• 3:41
  think
• 3:41
  what
• 3:41
  we've
• 3:41
  been
• 3:41
  really
• 3:42
  focused
• 3:42
  on
• 3:42
  this
• 3:42
  last
• 3:43
  year
• 3:43
  is
• 3:44
  ramping
• 3:44
  up
• 3:45
  our
• 3:45
  focus
• 3:45
  on
• 3:46
  the
• 3:46
  customer.
• 3:46
  And
• 3:47
  I
• 3:47
  think
• 3:47
  it's
• 3:47
  always
• 3:47
  been
• 3:48
  inherent
• 3:48
  to
• 3:48
  rei.
• 3:49
  I
• 3:49
  think
• 3:49
  we're
• 3:49
  naturally,
• 3:50
  as
• 3:50
  a
• 3:51
  co
• 3:51
  op,
• 3:51
  very
• 3:52
  member
• 3:52
  focused,
• 3:52
  very
• 3:53
  customer
• 3:53
  focused.
• 3:54
  But
• 3:54
  what
• 3:54
  we've
• 3:54
  been
• 3:54
  trying
• 3:55
  to
• 3:55
  do
• 3:55
  this
• 3:55
  year
• 3:55
  is
• 3:55
  really
• 3:56
  make
• 3:56
  sure
• 3:56
  that
• 3:57
  the
• 3:57
  customer
• 3:58
  is
• 3:58
  at
• 3:58
  the
• 3:58
  center
• 3:59
  of
• 3:59
  everything
• 3:59
  we
• 4:00
  do
• 4:00
  and
• 4:00
  the
• 4:00
  decisions
• 4:01
  we
• 4:01
  make.
• 4:01
  And
• 4:01
  I
• 4:01
  think
• 4:01
  a
• 4:01
  lot
• 4:01
  of
• 4:02
  companies
• 4:02
  say
• 4:02
  that.
• 4:02
  At
• 4:03
  least
• 4:03
  a
• 4:03
  lot
• 4:03
  of
• 4:03
  companies,
• 4:03
  you
• 4:03
  know,
• 4:04
  I've
• 4:04
  been
• 4:04
  a
• 4:04
  part
• 4:04
  of
• 4:04
  or
• 4:05
  seen.
• 4:05
  I
• 4:05
  think
• 4:05
  the
• 4:06
  difference
• 4:06
  is
• 4:06
  when
• 4:06
  you
• 4:06
  actually
• 4:07
  integrate
• 4:07
  it
• 4:08
  into
• 4:08
  the
• 4:08
  bloodstream
• 4:08
  of
• 4:09
  the
• 4:09
  organization.
• 4:09
  And
• 4:10
  I
• 4:10
  love
• 4:11
  when
• 4:11
  we
• 4:11
  stop
• 4:11
  a
• 4:11
  meeting
• 4:11
  and
• 4:12
  are
• 4:12
  like,
• 4:12
  hey,
• 4:13
  you
• 4:13
  know,
• 4:14
  what
• 4:14
  does
• 4:14
  our
• 4:15
  customer
• 4:16
  say
• 4:16
  in
• 4:16
  this
• 4:16
  moment?
• 4:17
  And
• 4:17
  if
• 4:17
  we're
• 4:17
  in
• 4:17
  the
• 4:17
  midst
• 4:17
  of
• 4:18
  a
• 4:18
  tough
• 4:18
  debate
• 4:18
  and
• 4:18
  we
• 4:18
  don't
• 4:19
  know
• 4:19
  how
• 4:19
  to
• 4:19
  make
• 4:19
  a
• 4:19
  decision,
• 4:20
  you
• 4:20
  know,
• 4:20
  oftentimes
• 4:21
  it
• 4:21
  cuts
• 4:21
  through
• 4:21
  that
• 4:22
  complexity
• 4:22
  and
• 4:22
  it's
• 4:22
  like,
• 4:23
  oh,
• 4:23
  it's
• 4:23
  actually
• 4:23
  pretty
• 4:24
  simple
• 4:24
  if
• 4:24
  you
• 4:24
  think
• 4:24
  about
• 4:25
  it
• 4:25
  from
• 4:25
  that
• 4:25
  lens.
• 4:25
  So,
• 4:26
  yeah,
• 4:26
  so
• 4:27
  we're
• 4:27
  definitely
• 4:28
  continuing
• 4:28
  to
• 4:28
  ramp
• 4:29
  up
• 4:29
  our
• 4:29
  focus
• 4:29
  because
• 4:29
  I
• 4:30
  think
• 4:30
  it's
• 4:30
  super
• 4:30
  critical
• 4:31
  for
• 4:31
  the
• 4:31
  future
• 4:31
  of
• 4:32
  the
• 4:32
  co
• 4:32
  op.
• 4:32
  Yeah.
• 4:33
  So
• 4:33
  you
• 4:33
  just
• 4:33
  finished
• 4:34
  the
• 4:34
  Holiday
• 4:34
  season.
• 4:34
  What
• 4:34
  were
• 4:34
  some
• 4:35
  of
• 4:35
  the
• 4:35
  key
• 4:35
  moments
• 4:35
  that
• 4:35
  stood
• 4:36
  out
• 4:36
  for
• 4:36
  you
• 4:36
  as
• 4:36
  CEO?
• 4:37
  Yeah,
• 4:37
  well,
• 4:37
  Holiday
• 4:38
  was
• 4:38
  fun.
• 4:38
  We
• 4:39
  had,
• 4:39
  you
• 4:39
  know,
• 4:39
  exceeded
• 4:40
  our
• 4:40
  expectations.
• 4:40
  We
• 4:40
  have
• 4:41
  some
• 4:41
  good
• 4:41
  momentum
• 4:41
  in
• 4:41
  the
• 4:42
  business,
• 4:42
  so
• 4:42
  that
• 4:42
  was,
• 4:42
  of
• 4:43
  course,
• 4:43
  great
• 4:43
  to
• 4:43
  see.
• 4:44
  We
• 4:44
  still
• 4:44
  have,
• 4:45
  you
• 4:45
  know,
• 4:45
  we're
• 4:45
  on
• 4:45
  a
• 4:45
  path
• 4:46
  toward
• 4:46
  getting
• 4:47
  the
• 4:47
  co
• 4:47
  op
• 4:47
  back
• 4:48
  to
• 4:48
  even
• 4:48
  more
• 4:49
  health,
• 4:49
  more
• 4:49
  profitability.
• 4:50
  So
• 4:50
  it
• 4:51
  was
• 4:51
  a
• 4:51
  good
• 4:51
  step
• 4:51
  in
• 4:51
  that.
• 4:52
  That
• 4:52
  journey.
• 4:53
  But,
• 4:53
  yeah,
• 4:53
  we
• 4:53
  saw
• 4:53
  a
• 4:53
  lot
• 4:54
  of
• 4:54
  interesting
• 4:54
  things
• 4:54
  in
• 4:55
  Holiday.
• 4:55
  I
• 4:55
  mean,
• 4:55
  one
• 4:56
  was
• 4:56
  just
• 4:57
  how
• 4:57
  much
• 4:57
  our
• 4:58
  customers
• 4:59
  really
• 4:59
  love
• 4:59
  gifting.
• 5:00
  This
• 5:00
  year,
• 5:01
  we
• 5:01
  put
• 5:01
  a
• 5:01
  focus
• 5:01
  on
• 5:02
  gifting,
• 5:02
  and
• 5:02
  we
• 5:02
  had
• 5:02
  this
• 5:03
  kind
• 5:03
  of
• 5:03
  fun
• 5:03
  community
• 5:04
  campaign
• 5:04
  around
• 5:05
  give
• 5:06
  without
• 5:07
  guessing.
• 5:07
  And
• 5:08
  so
• 5:08
  we
• 5:08
  integrated
• 5:09
  our
• 5:09
  green
• 5:09
  vest
• 5:09
  from
• 5:10
  the
• 5:10
  store,
• 5:10
  had
• 5:11
  them
• 5:11
  kind
• 5:11
  of
• 5:11
  give
• 5:11
  their
• 5:12
  opinions
• 5:12
  on
• 5:12
  what
• 5:13
  types
• 5:13
  of
• 5:14
  products
• 5:14
  you'd
• 5:14
  want.
• 5:14
  And
• 5:15
  we
• 5:15
  just
• 5:15
  made
• 5:15
  it
• 5:15
  really
• 5:15
  simple
• 5:16
  to
• 5:16
  kind
• 5:16
  of
• 5:16
  shop
• 5:17
  by
• 5:17
  category.
• 5:17
  And
• 5:18
  that
• 5:18
  led
• 5:18
  to
• 5:19
  our
• 5:19
  gifting
• 5:19
  business
• 5:19
  was
• 5:19
  up,
• 5:20
  like,
• 5:20
  16%
• 5:21
  year
• 5:22
  over
• 5:22
  year.
• 5:22
  And
• 5:22
  I
• 5:23
  think
• 5:23
  the
• 5:23
  consumer
• 5:24
  these
• 5:24
  days
• 5:24
  really
• 5:25
  wants
• 5:25
  to
• 5:26
  give
• 5:26
  experiences,
• 5:27
  not
• 5:27
  just
• 5:28
  stuff.
• 5:29
  And
• 5:29
  so
• 5:29
  the
• 5:29
  more
• 5:30
  we
• 5:30
  leaned
• 5:30
  into
• 5:30
  that,
• 5:30
  I
• 5:31
  think
• 5:31
  that
• 5:31
  really
• 5:31
  paid
• 5:32
  off.
• 5:33
  And
• 5:33
  then
• 5:33
  we
• 5:33
  also
• 5:34
  saw
• 5:34
  an
• 5:34
  interesting
• 5:34
  blend
• 5:34
  in
• 5:35
  Holiday
• 5:36
  wanting
• 5:36
  to
• 5:36
  buy,
• 5:36
  you
• 5:37
  know,
• 5:37
  newness
• 5:37
  and
• 5:37
  innovation.
• 5:38
  And
• 5:38
  we
• 5:38
  obviously
• 5:39
  partner
• 5:39
  a
• 5:39
  lot
• 5:39
  with
• 5:39
  our
• 5:40
  vendor
• 5:40
  partners
• 5:41
  to
• 5:41
  bring
• 5:41
  that
• 5:41
  to
• 5:41
  life
• 5:42
  for
• 5:42
  our
• 5:42
  customer.
• 5:43
  But
• 5:43
  then
• 5:43
  they
• 5:43
  also
• 5:43
  wanted
• 5:44
  a
• 5:44
  lot
• 5:44
  of
• 5:44
  kind
• 5:45
  of
• 5:45
  essential
• 5:46
  basics
• 5:46
  and
• 5:47
  gear.
• 5:47
  So
• 5:47
  we
• 5:48
  sold
• 5:48
  a
• 5:48
  lot
• 5:48
  of
• 5:48
  socks
• 5:49
  this
• 5:49
  holiday.
• 5:49
  We
• 5:50
  sold
• 5:50
  a
• 5:50
  lot
• 5:50
  of
• 5:50
  water
• 5:50
  bottles.
• 5:51
  So
• 5:52
  people
• 5:52
  are
• 5:52
  definitely
• 5:52
  selling
• 5:53
  good
• 5:53
  margin
• 5:53
  in
• 5:53
  socks.
• 5:54
  There's
• 5:54
  good
• 5:54
  margins.
• 5:54
  Great
• 5:54
  margin
• 5:55
  in
• 5:55
  socks,
• 5:55
  actually,
• 5:55
  for
• 5:56
  sure.
• 5:56
  Well,
• 5:57
  Mary
• 5:57
  Beth,
• 5:57
  as
• 5:57
  you're
• 5:58
  here
• 5:58
  at
• 5:59
  nrf,
• 5:59
  you're
• 6:00
  going
• 6:00
  to
• 6:00
  be
• 6:00
  speaking,
• 6:00
  but
• 6:01
  there's
• 6:02
  a
• 6:02
  lot
• 6:02
  of
• 6:02
  technology
• 6:02
  here.
• 6:03
  As
• 6:03
  you
• 6:03
  think
• 6:03
  about
• 6:03
  2026
• 6:04
  and
• 6:04
  kind
• 6:05
  of
• 6:05
  the.
• 6:05
  The
• 6:05
  things
• 6:05
  that
• 6:05
  are
• 6:06
  on
• 6:06
  your
• 6:06
  roadmap
• 6:06
  that
• 6:07
  you
• 6:07
  mentioned,
• 6:07
  what
• 6:08
  are
• 6:08
  some
• 6:08
  of
• 6:08
  those
• 6:08
  technologies?
• 6:09
  Maybe
• 6:09
  just
• 6:09
  a
• 6:10
  couple
• 6:10
  that
• 6:10
  really
• 6:10
  stand
• 6:11
  out,
• 6:11
  that
• 6:11
  you're
• 6:11
  like,
• 6:11
  I
• 6:12
  think
• 6:12
  this
• 6:12
  is
• 6:12
  something
• 6:12
  we
• 6:13
  need
• 6:13
  to
• 6:13
  dive
• 6:14
  deeper
• 6:14
  into.
• 6:15
  Yeah.
• 6:15
  I
• 6:15
  mean,
• 6:15
  it's
• 6:15
  interesting.
• 6:16
  There's
• 6:17
  been
• 6:17
  so
• 6:17
  much
• 6:17
  talk
• 6:17
  so
• 6:17
  far
• 6:18
  at
• 6:18
  nrf,
• 6:18
  I
• 6:18
  think,
• 6:19
  on
• 6:19
  technology,
• 6:19
  and
• 6:19
  it's
• 6:20
  super
• 6:20
  important
• 6:20
  to
• 6:21
  our
• 6:21
  future.
• 6:21
  We're
• 6:21
  spending
• 6:22
  a
• 6:22
  lot
• 6:22
  of
• 6:22
  time
• 6:22
  thinking
• 6:22
  about
• 6:23
  AI.
• 6:23
  We're
• 6:24
  thinking
• 6:24
  about,
• 6:25
  you
• 6:25
  know,
• 6:25
  where
• 6:25
  do
• 6:25
  we
• 6:25
  want
• 6:26
  to
• 6:26
  invest
• 6:26
  our
• 6:26
  tech
• 6:27
  dollars.
• 6:27
  Yeah.
• 6:28
  But
• 6:28
  I
• 6:28
  think
• 6:28
  what's
• 6:29
  interesting
• 6:29
  about
• 6:29
  it
• 6:29
  is
• 6:30
  that
• 6:30
  we're,
• 6:31
  you
• 6:31
  know,
• 6:31
  we're
• 6:31
  thinking
• 6:32
  a
• 6:32
  couple
• 6:33
  of
• 6:33
  steps
• 6:33
  down
• 6:34
  the
• 6:34
  road
• 6:34
  where
• 6:34
  I
• 6:35
  don't
• 6:35
  think
• 6:35
  technology
• 6:35
  is
• 6:36
  actually
• 6:36
  going
• 6:36
  to
• 6:36
  be
• 6:36
  the
• 6:36
  Differentiator
• 6:37
  in
• 6:37
  retail.
• 6:38
  But,
• 6:38
  you
• 6:38
  know,
• 6:39
  ultimately
• 6:39
  you
• 6:39
  have
• 6:39
  to
• 6:40
  have
• 6:40
  it.
• 6:40
  But
• 6:40
  I
• 6:40
  think
• 6:40
  everyone's
• 6:41
  going
• 6:41
  to
• 6:41
  have
• 6:41
  some
• 6:41
  of
• 6:42
  it
• 6:42
  at
• 6:42
  the
• 6:42
  end
• 6:42
  of
• 6:42
  the
• 6:42
  day.
• 6:42
  Yeah.
• 6:43
  And
• 6:43
  what's
• 6:44
  really
• 6:44
  going
• 6:44
  to
• 6:44
  differentiate
• 6:45
  is
• 6:45
  that
• 6:45
  human
• 6:46
  connection
• 6:46
  that's
• 6:47
  blending
• 6:47
  with
• 6:47
  the
• 6:47
  technology.
• 6:48
  Right.
• 6:49
  And
• 6:49
  I'm
• 6:49
  starting
• 6:49
  to
• 6:49
  hear
• 6:50
  more
• 6:50
  from
• 6:50
  others
• 6:51
  about
• 6:51
  that.
• 6:51
  But
• 6:51
  at
• 6:51
  rei,
• 6:52
  it's
• 6:52
  like,
• 6:52
  really
• 6:52
  core
• 6:53
  to
• 6:53
  who
• 6:53
  we
• 6:53
  are,
• 6:54
  because
• 6:54
  you
• 6:54
  think
• 6:54
  about
• 6:55
  if
• 6:55
  someone
• 6:56
  comes
• 6:56
  into,
• 6:56
  you
• 6:57
  know,
• 6:57
  an
• 6:57
  REI
• 6:57
  experience
• 6:58
  and
• 6:58
  wants
• 6:58
  to
• 6:58
  shop,
• 6:59
  and
• 6:59
  AI
• 7:00
  can
• 7:00
  do
• 7:00
  it
• 7:00
  in
• 7:00
  a
• 7:00
  really
• 7:01
  fast,
• 7:01
  smart
• 7:02
  way,
• 7:03
  but,
• 7:03
  you
• 7:03
  know,
• 7:04
  AI
• 7:04
  isn't.
• 7:05
  It
• 7:05
  doesn't
• 7:05
  have
• 7:05
  that
• 7:06
  human
• 7:06
  lived
• 7:07
  experience.
• 7:07
  Right.
• 7:07
  Like,
• 7:08
  AI
• 7:08
  hasn't
• 7:08
  gone
• 7:09
  camping.
• 7:09
  It
• 7:09
  hasn't
• 7:09
  gone.
• 7:10
  They
• 7:10
  weren't
• 7:10
  in
• 7:10
  Scion.
• 7:11
  No.
• 7:11
  They
• 7:11
  don't
• 7:11
  know
• 7:12
  what
• 7:12
  it's.
• 7:12
  Yeah.
• 7:12
  What
• 7:12
  you
• 7:13
  need
• 7:13
  for
• 7:14
  layers.
• 7:14
  Totally.
• 7:14
  That
• 7:15
  kind
• 7:15
  of
• 7:15
  thing.
• 7:15
  So
• 7:15
  our
• 7:16
  green
• 7:16
  vests
• 7:16
  can
• 7:16
  bring
• 7:17
  that
• 7:17
  human
• 7:17
  element
• 7:18
  to
• 7:18
  it.
• 7:18
  And
• 7:18
  we
• 7:18
  can,
• 7:18
  of
• 7:19
  course,
• 7:19
  equip
• 7:19
  our
• 7:19
  green
• 7:19
  vests
• 7:20
  with
• 7:20
  great
• 7:20
  technology
• 7:21
  and
• 7:21
  make
• 7:21
  sure
• 7:22
  we're
• 7:22
  leveraging
• 7:22
  it.
• 7:22
  I
• 7:23
  mean,
• 7:23
  we'll
• 7:23
  continue
• 7:23
  to
• 7:24
  really
• 7:24
  invest
• 7:25
  in
• 7:25
  the
• 7:25
  right
• 7:25
  innovations,
• 7:26
  but
• 7:26
  we're
• 7:27
  really
• 7:27
  trying
• 7:27
  to
• 7:27
  think
• 7:27
  about
• 7:28
  that
• 7:28
  bigger
• 7:29
  blending
• 7:29
  and
• 7:30
  combination,
• 7:30
  which
• 7:30
  I
• 7:31
  think
• 7:31
  is
• 7:31
  going
• 7:31
  to
• 7:31
  be
• 7:31
  really
• 7:31
  powerful.
• 7:32
  Right,
• 7:32
  right.
• 7:32
  Yeah.
• 7:33
  There's
• 7:33
  still
• 7:33
  table
• 7:33
  stakes,
• 7:34
  technology
• 7:34
  investments
• 7:35
  that
• 7:35
  have
• 7:35
  to
• 7:35
  be
• 7:35
  happening.
• 7:35
  Right.
• 7:36
  So
• 7:36
  for
• 7:36
  sure.
• 7:36
  Yeah,
• 7:37
  for
• 7:37
  sure.
• 7:37
  All
• 7:37
  right,
• 7:38
  so
• 7:38
  then
• 7:38
  let's
• 7:38
  get
• 7:38
  you
• 7:38
  out
• 7:38
  here
• 7:39
  on
• 7:39
  this.
• 7:39
  Like,
• 7:39
  to
• 7:39
  that
• 7:39
  point.
• 7:40
  Let's
• 7:40
  segue
• 7:40
  there.
• 7:40
  Like,
• 7:41
  what's
• 7:41
  on
• 7:41
  the
• 7:41
  roadmap
• 7:42
  for
• 7:42
  2026?
• 7:43
  Like,
• 7:43
  what
• 7:43
  are
• 7:43
  you
• 7:43
  excited
• 7:43
  about?
• 7:43
  Any
• 7:44
  key
• 7:44
  announcements
• 7:45
  you
• 7:45
  can
• 7:45
  tease
• 7:45
  for
• 7:45
  us?
• 7:45
  We
• 7:46
  always
• 7:46
  like
• 7:46
  to
• 7:46
  get
• 7:46
  that
• 7:46
  out
• 7:46
  of
• 7:46
  people
• 7:47
  whenever
• 7:47
  we
• 7:47
  can.
• 7:47
  Yeah,
• 7:48
  I
• 7:48
  know.
• 7:48
  I
• 7:49
  don't
• 7:49
  know
• 7:49
  that
• 7:49
  I
• 7:49
  have
• 7:49
  anything
• 7:50
  today,
• 7:50
  but
• 7:50
  we
• 7:51
  did.
• 7:51
  We
• 7:51
  did
• 7:51
  announce
• 7:51
  a
• 7:52
  new
• 7:52
  partnership
• 7:52
  with
• 7:53
  Intrepid
• 7:53
  Travel
• 7:53
  last
• 7:54
  week.
• 7:54
  So
• 7:54
  it's
• 7:54
  really
• 7:54
  hot
• 7:55
  off
• 7:55
  the
• 7:55
  presses,
• 7:56
  and
• 7:57
  it's
• 7:57
  a
• 7:57
  global
• 7:58
  adventure
• 7:58
  travel
• 7:59
  company
• 8:00
  and
• 8:01
  a
• 8:01
  really
• 8:01
  exciting
• 8:01
  new
• 8:02
  member
• 8:02
  benefit
• 8:02
  that
• 8:03
  we're
• 8:03
  offering
• 8:03
  our
• 8:04
  REI
• 8:04
  members,
• 8:04
  so
• 8:05
  access
• 8:06
  to
• 8:06
  these
• 8:06
  great
• 8:06
  trips
• 8:07
  and
• 8:07
  our
• 8:08
  gear
• 8:08
  for
• 8:08
  them.
• 8:09
  And
• 8:09
  so
• 8:09
  we're
• 8:10
  thinking
• 8:10
  a
• 8:10
  lot.
• 8:10
  One
• 8:10
  of
• 8:11
  the
• 8:11
  things
• 8:11
  we're
• 8:11
  excited
• 8:11
  about
• 8:12
  more
• 8:12
  generally
• 8:12
  is
• 8:13
  just
• 8:13
  reinventing
• 8:14
  our
• 8:14
  membership
• 8:15
  program.
• 8:15
  And,
• 8:16
  you
• 8:16
  know,
• 8:16
  that'll
• 8:16
  take
• 8:17
  some
• 8:17
  time,
• 8:17
  but
• 8:18
  we're
• 8:18
  thinking
• 8:18
  about
• 8:18
  how
• 8:18
  do
• 8:19
  we
• 8:19
  continue
• 8:19
  to
• 8:19
  make
• 8:20
  a
• 8:20
  membership
• 8:20
  and
• 8:20
  loyalty
• 8:21
  program
• 8:21
  that's
• 8:22
  emotionally
• 8:22
  kind
• 8:23
  of
• 8:23
  connecting
• 8:24
  to
• 8:24
  our
• 8:24
  customers,
• 8:24
  not
• 8:25
  just
• 8:25
  a
• 8:25
  transactional
• 8:26
  program.
• 8:26
  And
• 8:27
  so
• 8:27
  we're
• 8:27
  already
• 8:28
  doing
• 8:28
  things
• 8:28
  in
• 8:29
  that
• 8:29
  zone
• 8:29
  that
• 8:29
  I'm
• 8:29
  excited
• 8:30
  about.
• 8:31
  And
• 8:31
  then
• 8:32
  we'll
• 8:32
  continue
• 8:32
  to
• 8:32
  think
• 8:33
  about
• 8:33
  our
• 8:33
  assortment,
• 8:33
  and
• 8:34
  how
• 8:34
  do
• 8:34
  we
• 8:34
  make
• 8:34
  that
• 8:34
  really
• 8:35
  culturally
• 8:35
  relevant
• 8:36
  and
• 8:36
  exciting
• 8:36
  for
• 8:36
  our
• 8:37
  customer.
• 8:37
  We're
• 8:38
  thinking
• 8:38
  about
• 8:38
  elevating
• 8:39
  our
• 8:39
  service
• 8:39
  and
• 8:40
  experience,
• 8:40
  especially
• 8:40
  in
• 8:41
  this
• 8:41
  digital
• 8:41
  and
• 8:42
  AI
• 8:42
  world.
• 8:43
  So,
• 8:43
  yeah,
• 8:44
  we
• 8:45
  have
• 8:45
  a
• 8:45
  lot
• 8:45
  we're
• 8:45
  thinking
• 8:45
  about,
• 8:45
  we're
• 8:46
  excited
• 8:46
  about
• 8:46
  for
• 8:47
  rei's
• 8:47
  future.
• 8:48
  Excellent.
• 8:48
  Well,
• 8:49
  we
• 8:49
  are
• 8:50
  so
• 8:50
  thankful
• 8:51
  for
• 8:51
  your
• 8:51
  time,
• 8:51
  Mary
• 8:52
  Beth,
• 8:52
  of
• 8:52
  course,
• 8:53
  wishing
• 8:53
  you
• 8:53
  continued
• 8:54
  success.
• 8:54
  Thank
• 8:54
  you
• 8:54
  in
• 8:55
  Year
• 8:55
  one
• 8:56
  beyond.
• 8:56
  Thank
• 8:57
  you
• 8:57
  at
• 8:57
  rei.
• 8:58
  And
• 8:58
  thank
• 8:58
  you,
• 8:58
  thank
• 8:59
  you
• 8:59
  again
• 8:59
  to
• 8:59
  all
• 8:59
  of
• 8:59
  you
• 8:59
  who've
• 9:00
  been
• 9:00
  sticking
• 9:00
  with
• 9:00
  us
• 9:00
  here.
• 9:01
  Thanks
• 9:01
  to
• 9:01
  Vuzion
• 9:02
  for
• 9:02
  our
• 9:03
  covering
• 9:04
  all
• 9:04
  of
• 9:04
  the
• 9:05
  stories
• 9:05
  here
• 9:05
  from
• 9:05
  all
• 9:06
  the
• 9:06
  retailers
• 9:07
  at
• 9:07
  NRF
• 9:08
  2026.
• 9:08
  And
• 9:08
  until
• 9:09
  next
• 9:10
  time,
• 9:10
  be
• 9:10
  careful
• 9:11
  out
• 9:11
  there.