REI Is Reinventing Merchandising Through Culture, AI, and Community | eTail West 2026

Omni Talk Retail is live from eTail West 2026 with coverage powered by NetElixir.

In this interview, Anne Mezzenga speaks with Kristin Shane, Chief Merchandising Officer at REI, about the company’s three year “Peak 28: Ascending Together” strategy and what it means for the future of specialty retail.

Kristin shares how REI is putting the customer at the center through a differentiated service model powered by its Green Vests, a culturally leading assortment designed to inspire progression into new outdoor activities, and renewed investment in retail fundamentals.

The conversation also dives into:

1. How REI is approaching AI as a workforce enablement tool, led jointly by the Chief People Officer and Chief Technology Officer
2. Why agility matters more than ever in today’s tech environment
3. The challenge and opportunity of partnering with brands that are also direct-to-consumer competitors
4. Building a culture centered on being connected, focused, and trailblazing
5. What customers can expect from REI in 2026, including new partnerships and expanded experiential assortment

A thoughtful discussion on values driven retail, culture as strategy, and what modern merchandising leadership looks like in an AI era.

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