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Press Releases

Smartwool Announces Changes to North America Wholesale Region

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Dane Howell, new Vice President of North America Wholesale Sales and Marketing

Waypoint Outdoor to take over Northwest region for Smartwool 


STEAMBOAT SPRINGS, Colo. (October 21, 2015) — Smartwool, the leading run, snow and active lifestyle Merino sock and apparel company, is excited to announce significant changes within the North America Wholesale Sales and Marketing team that will affirm the Brand’s leadership position within the outdoor industry, while also allowing it to expand beyond its core target.

Firstly, the company is proud to announce that Dane Howell has joined the company as Vice President, North America Wholesale Sales and Marketing. Howell has a comprehensive background in sales strategy, e-commerce, and in-store presence. Most recently, Dane was the Commercial Sales Manager for Oakley Inc.’s Tactical/ Outdoor division. His responsibilities included ongoing management of sales and marketing programs aimed to grow the business in a healthy and profitable manner. In 2009, Dane acted as Global Brand Manager for Oakley Government sales division.

“Part of our mission at Smartwool is adding world-class talent to our team. No question with the addition of Dane we have done that,” stated Mark Satkiewicz, Smartwool president. “His experience combined with his passion for our brand and engaging approach will be a perfect fit for us as we drive toward our long term vision of being the global leader in the merino space.”

In his role at Smartwool, Howell leads the sales marketing teams for the US Wholesale region and is responsible for driving sales and building innovative, mutually profitable partnerships in the Brand’s largest region.

Secondly, upon the retirement of Tracy Ross, with Northwest Reps, Smartwool is excited to welcome Waypoint Outdoor, a Seattle-based sales agency, into the Smartwool family of agencies. Founded in 1997, Waypoint has a long history of successful brand development in footwear, apparel and hardgoods. Jim Purdy and Ben Holding started the Waypoint Outdoor as a way to keep playing outside and enjoying nature. Today they are one of the most successful agencies in the Pacific Northwest with reps based in Oregon, Montana, and Alaska. The group also represents Suunto, Arc’teryx, Keen, Klean Kanteen and Vasque. Waypoint Outdoor will be taking over day-to-day management of key accounts such as REI and Nordstroms for the Smartwool brand.

“The combination of Waypoint Outdoor and Dane Howell’s deep understanding of establishing new products, technologies and outdoor solutions offers a fantastic, fresh perspective. This new partnership along with our existing sales team will bolster the sales opportunities that lie at the intersection of this exciting time in the outdoor industry,” said Mark Satkiewicz.

About SmartWool: Based in Steamboat Springs, Colo., SmartWool is a 20-year-old apparel brand whose products are inspired by living and playing in the mountains. All SmartWool® products come with a 100% Satisfaction Guarantee and are created to get the most out of the inherent benefits of Merino wool. For information on the full range of SmartWool products or to find a dealer near you, please log onto SmartWool, a division of VF Outdoor, LLC is a wholly owned subsidiary of VF Corporation. For event and company updates visit us on Facebook: