REI Names New Senior Executives

Bill Baumann, Brad Brown and Kathleen Peterson Promoted

Apr 2, 2012

A reflection of its planned growth and continued sharp focus on serving its customers, national outdoor gear and apparel retailer REI (Recreational Equipment, Inc.) promoted Bill Baumann and Brad Brown to senior vice president of Information Technology, and eCommerce and Direct Sales respectively. In addition, Kathleen Peterson has been named vice president of REI Private Brands.

“Bill and Brad’s promotions recognize the strategic importance of the Information Technology and eCommerce divisions to provide the infrastructure required to support REI’s growth over the next five years,” said Brian Unmacht, REI’s executive vice president. “Kathleen’s remarkable 25-year career with premier global brands serves her well as she leads the expansion of our award-winning branded gear and apparel offerings.”

Bill Baumann joined REI in 2008 as the vice president of Information Technology. He leads the rapidly-growing division that is responsible for business application services and technical support, including application development and support, personal computing, technical services and networks. Baumann is also focused on ensuring that REI’s technology will drive competitive advantage in support of REI’s growth.

An REI leader since 1998, Brad Brown joined the co-op as vice president of Information Technology. In 2006, he became vice president of eCommerce. In his role, Brown oversees REI’s two eCommerce stores, REI.com and REI-outlet.com, and leads digital strategies to support sales, community engagement, outreach and membership initiatives. He also partners with the company’s retail leadership to leverage REI’s multi-channel approach that allows customers to shop with REI whenever and however they wish.

Following a career with adidas and Polo Ralph Lauren, Kathleen Peterson joined the REI Private Brands division as director of sourcing in 2007. She was promoted to divisional vice president in August 2011.  As vice president of REI Private Brands, she leads the design, development and commercialization of all REI-brand and Novara branded products, and industry collaboration in product stewardship. She replaces Lee Fromson, who was recently named senior vice president of Merchandising. REI’s in-house team develops award-winning gear, apparel and bikes sold exclusively by the company under the REI and Novara labels in the categories of camping, hiking, cycling, urban lifestyle, travel and general outdoor recreation.

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 more than 19 million members who expect and love the best quality gear, inspiring expert classes and trips, and outstanding customer service. REI has 167 locations in 39 states and the District of Columbia. If you can’t visit a store, you can shop at REI.com, REI 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, a global leader that runs more than 250 itineraries across all continents. In every community 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.