, the online merchant of outdoor gear and clothing, announced today the appointment of Joan Broughton as executive site producer for REI's consumer web sites: (, ( and REI Japan (

Broughton will be responsible for defining and driving the design, content and community aspects of the e-commerce sites, focusing on brand vision and direction to ensure the highest quality customer experience.

"Joan is a true Internet veteran and has led significant initiatives for well-respected Internet players Office Depot and America Online," said Matt Hyde, REI's vice president of online sales. "Her experience and knowledge in the online industry are valuable assets in today's competitive business climate."

Most recently, Broughton worked in Office Depot's (NYSE:ODP) online division as the director of web publishing. While there, she managed a site redesign, introduced the Ask Jeeves Search functionality and developed Office Solutions, an online resource devoted to the small business consumer. Previously, Broughton was an executive producer at America Online (NYSE:AOL) where she led the production, design and engineering teams for, AOL's initial Internet Service Provider product. She was also vice president and editorial director at, an online relationship Web site.

"I look forward to drawing on my past industry experience in customer-focused e-commerce to ensure maintains its leadership position as the No. 1 online destination for outdoor enthusiasts worldwide," said Broughton.

About REI Online ( is the online destination for outdoor enthusiasts worldwide. One of the Internet's biggest outdoor stores, offers more than 78,000 individual items; a comprehensive library of more than 45,000 pages of in-depth product information, expert gear advice and online clinics; an interactive community system and complete adventure travel service. REI also operates ( and REI Japan (

About REI

Recreational Equipment, Inc (REI), the retailer and online merchant of quality outdoor gear and clothing, was established in 1938 by a group of 23 Pacific Northwest mountaineers seeking climbing equipment. The group formed a consumer cooperative to ensure quality products for its members, and today REI has grown into the nation's largest, with more than 1.7 million active members. REI operates 57 retail stores in 23 states and Japan, three online stores (, and and an adventure travel company, REI Adventures. In addition to its business operations, REI sets aside a portion of its profits each year for support of conservation and recreation causes. In 1999, REI donated more than $923,000 in support of such causes and has given more than $7 million since the founding of its giving program in 1976.