Outdoor Retailers REI Brings In Sephora Veteran As Chief Marketing Officer

Outdoor retailer REI Co-op has brought on a beauty executive as its new chief marketing officer.

Abigail Jacobs will oversee brand development, customer engagement, and operations.

She comes from Sephora, where she served as senior vice president of integrated marketing, working prior for West Elm and Pottery Barn.

REI's CEO and president Eric Artz praised her hiring, as the outdoor industry attempts to regain its footing in the post-pandemic downturn.

"As I got to know Abigail, I was struck by her ability to successfully marry customer-centricity and commercial performance with mission in a specialty retail environment," Artz said. "She has a wealth of experience and brings a true understanding of what it means to infuse a brand with purpose.

"I'm confident she'll inspire our 24 million members as we continue to work together for the greater good and the great outdoors."

REI, the nation's largest consumer co-op, has been dealing with a post-COVID sales slump and has had multiple sales this year to rid itself of excess inventory, reported the Daily Outdoor Retailer. REI along with Vista Outdoor, Newell Brands, Wolverine Worldwide and VF Corporation all carried out mass layoffs.

Nathun Pund, a managing director at an investment bank, said that many people expected the "COVID-19 boom" to continue in the industry but it didn't. Now, retailers are dealing with "inventory overhang," Pund said to the outlet.

Matt Powell, a veteran analyst, forecasted it will lead to consumers updating or replacing their products which will bring foot traction back to stores. "Product that was bought in 2020 is going to start looking a little dog-eared," he said. "Might be time for a new jacket or a new boot."