SEATTLE – REI Co-op has hired IT veteran Dan Shull to serve as its first vice president of commerce and experiences. Shull will be responsible for the customer experience across all technology platforms, and will lead a team of more than 100 technology professionals.
Shull will also guide ongoing work around how technology can enable memorable outdoor experiences without taking away from the sense of adventure and escape associated with being outdoors.
“I’m thrilled to welcome Dan to the Co-op,” says Chris Putur, REI CIO. “His years of experience in both IT and retail and his collaborative leadership style make him uniquely suited to bring together our digital and in-store experiences, and to help us enable transformative outdoor experiences for our customers through the use of technology.”
Shull joined the co-op in May 2018, after serving as chief information officer at Signet Jewelers. He also spent seven years at Nike, serving in a number of IT leadership roles. In his spare time, he enjoys hiking and exploring the Pacific Northwest and Hawaii with his family.
“I’m honored to join the co-op.  My wife and I have been members for almost twenty years, most recently frequenting stores in Portland and Bellevue,” says Shull. “The co-op’s goal is to provide a seamless and rich experience for our customers helping them to pursue the activities they love outside. I’m delighted to have the opportunity to help shape that customer experience for current and future members.”
About REI Co-op
REI is a specialty outdoor retailer, headquartered near Seattle. The nation’s largest consumer co-op, REI is a growing community of more than 17 million members who expect and love the best quality gear, inspiring expert classes and trips, and outstanding customer service. REI has 152 stores in 35 states and the District of Columbia. If you can’t visit a store, you can shop at REI.comREI Outlet or the free REI shopping app. REI isn’t just about gear. You can take the trip of a lifetime with REI Adventures, a global leader in active adventure travel that runs more than 170 custom-designed itineraries worldwide. The REI Outdoor School is run by professionally-trained, expert-instructors who teach beginner-to advanced-level courses about a wide range of activities. To build on the infrastructure that makes life outside possible, REI invests millions annually in hundreds of local and national nonprofits that create access to—and steward—the outdoor places that inspire us all.
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