Brian Unmacht Promoted to REI’s Chief Operating Officer

Role oversees six key divisions

REI, the nation’s leading outdoor gear and apparel retailer, has promoted Brian Unmacht to chief operating officer, expanding his role to oversee Retail, eCommerce, Merchandising, Private Brands, Information Technology and Supply Chain.

“This well-deserved promotion recognizes Brian’s many contributions to our success and growth over the course of his 26-year career at REI,” said Sally Jewell, president and CEO. “Linking our operations under one leader helps ensure we prioritize our investments and deliver the high-quality products and legendary service that our customers expect"

Unmacht started at REI as a store supervisor in 1986. In the years that followed, he rose through retail management to key leader roles, including regional district manager, director of retail operations, and senior vice president of Retail. In 2008, he was named executive vice president over Sales, Service, Store Development and Logistics. His elevation to chief operating officer weaves together his career at REI, which today includes 127 stores in 31 states, two websites (www.REI.com and www.REI-Outlet.com), award-wining REI and Novara gear and apparel, and REI Adventures, an adventure travel company.

In addition to his role at REI, Unmacht currently serves as first vice chairman on the board of directors for the Outdoor Industry Association. He is also on the board of Seattle-based Bartell Drugs, the oldest family-owned drugstore chain in the nation.

About REI
REI (Recreational Equipment, Inc.) is a national outdoor retailer co-op dedicated to inspiring, educating and outfitting its members and the community for a lifetime of outdoor adventure and stewardship. Founded in 1938 by a group of Pacific Northwest mountaineers seeking quality outdoor equipment, REI is committed to promoting environmental stewardship and increasing access to outdoor recreation through volunteerism, gear donations and financial contributions.