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MiiR LIVE: REI's Jerry Stritzke & Dennis Madsen

Ashley Gateless on

The Future of Retail: A Look At REI

On November 3rd, 2016 REI's current CEO Jerry Stritzke and former CEO Dennis Madsen shared their insights into the ever changing world of retail. Watch it here.

Jerry Stritzke

President and CEO
REI (Recreational Equipment, Inc.)

Jerry Stritzke joined specialty outdoor retailer REI in 2013 from Coach, Inc., where he served as president and COO. Coach, a leading American marketer of fine accessories for men and women, has globalsales of $5.1 billion from retail, e-commerce andmwholesale divisions.

Prior to Coach, Jerry had a nine-year career with Limited Brands, Inc., the parent company for retail units Victoria’s Secret, Bath & Body Works, La Senza and Henri Bendel. While with Limited Brands Jerry oversaw all aspects of operations for the Victoria’s Secret brand as its co-leader and COO. He ran the daily operations of more than 1,000 stores, ecommerce, product development, supply chain and more. During his career with Limited Brands Jerry also served as EO of a subsidiary company, Mast Industries, which handled all aspects of apparel production and sourcing for both the Limited Brands companies and other leading specialty retail brands. Earlier in his career, Stritzke was trained as an attorney and worked in private practice before transitioning to a consulting firm specializing in retail.

An outdoor enthusiast, he enjoys hiking, skiing, fly fishing and rafting, and annually summits one of Colorado’s 14,000-foot mountain peaks.


Dennis Madsen

Former President and CEO
REI (Recreational Equipment, Inc.)

Former REI President and CEO Dennis Madsen spent his entire career at Recreational Equipment Inc., the preeminent specialty retailer of outdoor specialty gear and services. He began working for the company as a 17 year old high school student stocking shelves while working his way through college. When he joined the company in 1966, annual sales totaled $1.8 million through a single store and a catalog operation. In March of 2005, after nearly thirty-nine years with the company, including thirteen years as COO and the last five years as CEO, he passed leadership to a strong internal team to continue to grow the organization. When Mr. Madsen retired in 2005, REI annual sales exceeded $1 billion. Additional information about REI can be found at

Mr. Madsen is passionate in pursuit of many outdoor activities. This has led him to cycling adventures in Europe, treks through the Soviet Union and Nepa, Bhutan, Peru, Antarctica, river running the Grand Canyon and the Middle Fork of the Salmon, double century bicycle rides, summiting Mt. Rainier, helicopter backcountry skiing in British Columbia, and month-long trips in Desolation Sound, British Columbia on his sailboat Revelation.

MiiR Live Dennis Madsen

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