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The National Retail Federation has appointed Rhett Asher the organization’s new VP of loss prevention. In his new role, Asher will direct loss prevention initiatives at NRF, including the annual Loss Prevention Conference, the LP Advisory Council and the NRF Investigator's Network.
"Rhett will strengthen NRF’s existing leadership in retail loss prevention," noted association president and CEO Tracy Mullin. "Rhett’s extensive experience in retail management and tenure working with loss prevention professionals will bring additional value to our members and help raise the profile of loss prevention issues within our industry, to law enforcement and on Capitol Hill.”
Bringing over 20 years of retail experience to the NRF, Asher has previously worked for Best Products, Cort Furniture Rental, Modell’s and Ross Stores. In 2003, he joined the Retail Industry Leaders Association, where he managed the trade group’s loss prevention conference and steering committee. Asher became VP of the Loss Prevention Foundation in 2006, spearheading the development of content for the organization’s certification programs, and was executive director of the National Food Service Security Council.
Joseph LaRocca, NRF’s VP of loss prevention since January 2005, has now become senior asset protection advisor to the association, in which capacity he will continue as an intermediary between NRF members and various private and government entities. LaRocca, who is scaling back his current role to be able to spend more time at home in Los Angeles, will also continue to act as an NRF spokesman on loss prevention issues. He handpicked Asher to succeed him and is working with NRF to ensure a seamless transition.
The National Retail Federation, based in Washington, is the world's largest retail trade association, with membership comprising all retail formats and channels of distribution including department, specialty, discount, catalog, Internet, independent stores, chain restaurants, drug stores and grocery stores, as well as the industry's key trading partners of retail goods and services.