REI in Growth Mode

Jerry Stritzke, new president and ceo of Recreational Equipment Inc. (Kent, Wash.) – popularly known as REI – said new and better stores was on his agenda.

According to an exclusive interview with The Seattle Times, Stritzke said he’s asked his leadership team “to consider new store concepts and a separate strategy for more flagships.”

Referencing REI’s largest flagships – in Seattle, Denver and New York – he said, “They do an amazing job of telling the REI story. They’re incredibly successful, and I actually believe there’s an opportunity for us to do more of that.”

Stritzke, who was hired in the fall, had been the second-highest executive at Coach Inc. (New York). Before that, he spent a number of years at Limited Brands (Columbus, Ohio), including a stint as chief operating officer of its Victoria’s Secret division.

REI chairman John Hamlin said he felt Stritzke could use his brand-building experience to make REI better known outside of the West Coast. More than a third of REI stores are in California, Oregon and Washington. The Times said REI plans to open at least seven new stores in 2014, including new markets like Jacksonville, Fla., Kansas City, Mo., and Columbus, Ohio.

“We’ve done a pretty good job on both coasts and a reasonably good job in Texas and a couple of other states,” Hamlin said. “But we still have a large opportunity to raise awareness of our brand and add stores.”

Stritzke is the seventh ceo in REI’s 75-year history, replacing Sally Jewell, who joined the Obama administration as Secretary of the Interior in 2013.