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Published
Dec 15, 2019
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REI names first VP of e-commerce, gear, and apparel

Published
Dec 15, 2019

Outdoor retailer REI has named Michelle Cutter as its new vice president of e-commerce, gear and apparel -- a newly created role. 


Michelle Cutter, REI's first vice president of e-commerce, gear, and apparel. - REI


In the position, she will "work across departments to grow revenue, solve customer problems, and support the REI brand," according to the company.

Cutter brings over 25 years of digital and e-commerce leadership experience to the role, having previously served as senior vice president of digital and e-commerce for apparel brand Theory; vice president of e-commerce and digital marketing for Tory Burch; director of marketing and international sales at Reebok; and director of licensing at Kate Spade, among other roles. 

In addition, Cutter is the founder of marketing and advertising company, Dogged Digital, and serves as an advisor to computer software company NewStore

“[Cutter] has a product mindset and deep grounding in design thinking,” said 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.”

“I am excited about this new adventure with REI,” Cutter added. “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.”

Cutter marks the latest appointment since REI named Kelley Hall as its new chief financial officer.

While the addition of Cutter is set to boost the brand’s digital presence, the outdoor company has recently been leaning into expanding its brick-and-mortar footprint, having announced new stores in San Luis Obispo, California; Birmingham and Huntsville, Alabama; North Conway, New Hampshire; Farmington, Utah; Oklahoma City and Williston, Vermont within the past few months. 

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