REI Co-op welcomes new vice president of e-commerce, gear, and apparel

Dec 12, 2019

REI Co-op has hired Michelle Cutter as its new vice president of e-commerce, gear, and apparel. Cutter is the first to serve in the co-op’s newly created role and will work across departments to grow revenue, solve customer problems, and support the REI brand.

“Michelle has a product mindset and deep grounding in design thinking,” says Curtis Kopf, REI’s chief digital officer. “Her customer-centricity, business acumen, collaborative approach, and knowledge of e-commerce makes her a perfect fit for REI.”

Michelle Cutter, seated, wearing a brown fleece vest over a black shirt.  She sits on a leather couch in front of a patchwork wood wall.

Cutter brings more than 25 years of experience working with leading brands in the digital and e-commerce space. Most recently, she was senior vice president of digital and e-commerce at Theory, where her efforts to put customers at the center of the brand helped grow the company’s digital business significantly year over year. Prior to Theory, she worked at a number of other name brand retailers, including Tory Burch, Tumi, Coach, Kate Spade, Reebok, and Saks Fifth Avenue.

“I am excited about this new adventure with REI,” says Cutter. “I am especially interested in the co-op’s interest in growing its digital business and invest in continuously improving the customer’s experience through all of its channels.”

In her spare time, Cutter enjoys skiing, hiking, and biking with her family and is looking forward to exploring all that the Pacific Northwest has to offer.

About the REI Co-op

REI is a specialty outdoor retailer, headquartered near Seattle. The nation’s largest consumer co-op, REI is a growing community of 23 million members who expect and love the best quality gear, inspiring expert classes and trips, and outstanding customer service. REI has 188 locations in 42 states and the District of Columbia. If you can’t visit a store, you can shop at REI.comREI Outlet or the REI shopping app. REI isn’t just about gear. Adventurers can take the trip of a lifetime with REI’s active adventure travel company that runs more than 100 itineraries across the country. In many communities where REI has a presence, professionally trained instructors share their expertise by hosting beginner-to advanced-level classes and workshops about a wide range of activities. To build on the infrastructure that makes life outside possible, REI invests millions annually in hundreds of local and national nonprofits that create access to—and steward—the outdoor places that inspire us all.