Asher Joins NRF as VP of Loss Prevention

WASHINGTON — Rhett Asher, formerly with the Retail Industry Leaders Association, has joined the National Retail Federation here as vice president of loss prevention, responsible for directing NRF’s annual Loss Prevention Conference, LP Advisory Council, and NRF Investigator’s Network.

Asher replaces Joseph LaRocca, who will enter into a new role as senior asset protection advisor to NRF. In this position, LaRocca will continue to serve as an intermediary between NRF members and various private and government entities, as well as acting as an NRF spokesperson on loss prevention issues.

Asher began his career in retail management with Best Products, Cort Furniture Rental, Modell’s and Ross Stores. In 2003, he joined the Retail Industry Leaders Association, where he managed the association’s loss prevention conference and steering committee. Asher became vice president of the Loss Prevention Foundation in 2006, managing the development of content for the group’s certification programs, and served as executive director of the National Food Service Security Council.

“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,” said Tracy Mullin, NRF president and chief executive officer, in a statement.

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