REI names first-ever VP of e-commerce, gear, and apparel

REI Co-op has announced that Michelle Cutter will be its new vice president of e-commerce, gear, and apparel. Cutter is the first to fill the company’s newly created role, which will focus primarily on leading the lifestyle and outdoors brand in the digital and e-commerce space.

According to an announcement from the brand, Cutter will focus on growing the company’s revenue in addition to solving customer problems and supporting the REI brand. Before joining the REI team, Cutter has spent over 25 years leading brands like Theory, Tory Burch, Movado, and others in the digital and e-commerce space.

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

Image: Photos provided by REI