• by Sarah Mahoney  @mahoney_sarah, November 12, 2024

REI Co-op has tapped Abigail Jacobs as its next chief marketing officer, who takes charge as REI finds itself on rocky terrain.

Jacobs, who had been senior vice president of integrated brand and marketing at Sephora until March, replaces Vivienne Long, who REI says left almost a year ago. In the interim, Pardis Ghorbani, REI’s vice president of marketing and creative, led the 225-person team.

Jacobs “has a wealth of experience and brings a true understanding of what it means to infuse a brand with purpose,” said Eric Artz, REI president and chief executive officer, in the announcement. “Abigail believes in the co-op's mission—that time outside is a fundamental human right—and understands how to bring that mission to life through marketing. I’m confident she’ll inspire our 24 million members as we continue to work together for the greater good and the great outdoors.”  

The Outdoor Industry Association reports that the market fell 3% last year to $27.5 billion in total outdoor retail sales and that at least half of Independent Outdoor Specialty Retailers reported double-digit declines.

REI is no exception, with 2023 sales falling 2.4% to $3.76 billion, according to its annual impact statements. The co-op’s losses swelled to $311 million last year, nearly double the prior year’s loss of $164.7 million, as REI raised hourly pay for employees. And the 86-year-old organization laid off more than 600 workers.

The retailer is still struggling to find a post-pandemic toehold. By 2023, the core outdoor market had grown to $27.8 billion, 24% higher than 2019, according to market research company Circana. But as growth has tapered off, competition from larger companies, including Amazon and Dick’s Sporting Goods, have cut into REI’s share.

Later this month, the Seattle-based REI will kick off the ninth year of #OptOutside, the Black Friday event that involves closing its 190-plus stores and urging people to spend America’s biggest shopping day in the mountains rather than the mall.

The co-op’s 15,000 “green vest” employees are a big part of that purpose-driven push, actively promoting their favorite getaways. This year, Big Bend National Park in Texas, Boundary Waters Canoe Area Wilderness in Minnesota and Buffalo National River in Arkansas are high on REI’s recommendation list.