Kristin Shane

Chief Merchandising Officer REI

Kristin Shane (she/her/hers) is chief merchandising officer for REI Co-op, responsible for buying, planning, Co-op brand, visual merchandising and merchandising operations. She's a transformational merchandising leader with proven success developing high performing teams and implementing effective strategies across an array of consumer product and retail businesses. Prior to joining REI, Kristin served as executive vice president, chief merchandising and marketing officer of Guitar Center. Before Guitar Center, Kristin served as senior vice president and chief merchandising officer at PetSmart, overseeing teams dedicated to merchandising, merchandising operations, planning and allocation. She also spent 11 years leading various businesses at Target, including its Beauty and Personal Care business, driving aggressive growth, successfully launching multiple new brands and winning a WWD Best Beauty Retailer Award.

Kristin is the founder of two independent businesses: a retail and brand consultancy, and an innovative fitness concept operating studios in the Twin Cities. Additionally, she's particularly proud to have served as small business developer for the Peace Corps in El Salvador. Kristin has served as an advisor or board member for multiple brands, including Ethos Pet Brands, Lundberg Family Farms, Harry's, Hawthorne, SW Basics, and Scentered. She holds a bachelor's degree and an M.B.A. from Indiana University. She enjoys trail running, hiking and adventure travel with her family.