Jeff Pedersen

President & CEO

 

Jeff has been President and CEO of Del Sol since 2003 and Founder and CEO of sister-company, Cariloha, and parent company, PW Companies, since 2007.

Prior to joining the Del Sol Corporate Headquarters team, Jeff spent several years working, serving and studying abroad in Costa Rica and Hawaii. He and his wife, Heather, became Del Sol's first intern managers in 2000, operating one of Del Sol's first stores on the French-Dutch island of St. Maarten in the Eastern Caribbean.

Under Jeff's leadership, Del Sol has grown to become the largest retailer of color-changing clothing and accessories in the world and the largest clothing retailer in the Caribbean. Jeff developed and instituted Del Sol’s Internship Program (now PW University), which recruits, trains and places interns and managers in Del Sol and Cariloha stores all over the world.

Del Sol is known as one of the most highly promoted stores onboard the world's major cruise lines, including Royal Caribbean, Carnival, Princess, Celebrity, Disney and Norwegian Cruise Lines. In 2008, Jeff became the company's majority shareholder and helped expand the company from 8 stores and 80 employees in 2001 to more than 200 store locations in 28 countries and 1,550+ employees worldwide and growing.

Jeff is an Ernst & Young Entrepreneur of the Year winner, and was named CEO of the Year and one of Utah's 40 under 40 Business Leaders by Utah Business Magazine. Del Sol, Cariloha and PW Companies are found on Inc. Magazine’s 500|5000 fastest-growing businesses in America and recognized on Utah's list of Top 100 Private Companies.


Brent Rowser

Chief Financial Officer

 

Brent has been the CFO and COO of Del Sol since 1998 and of Cariloha and PW Companies since their founding in 2007. Brent has played a critical role in growing the company organically, without burdening it with unmanageable debt or surrendering equity. Brent is deeply entrenched in the daily functional operations of more than just finance and accounting - he genuinely understands and is completely immersed in every aspect of our Information Technology, Information Systems, Reporting, Production, and Distribution departments. He's respected for his expansive knowledge on every facet of the company.

Brent oversees the financial management of Del Sol and Cariloha, with company operations in 28 countries and growing. Since 1998, Brent has transformed and overseen the company’s finances, accounting, operations, manufacturing and distribution capabilities. As architect of PW Companies proprietary manufacturing automation system, he has seamlessly integrated the supply chain from customer to manufacturer throughout the world. He also coordinated the development and implementation of retail, point-of-sale systems throughout the Del Sol and Cariloha store network, providing the company with immediate access to transaction-level detail in all stores.

In 2007, Brent helped our company launch Cariloha at the peak of the financial recession. Because of Brent's strategic financial planning, we've grown this retail brand into a robust, profitable business model.

Del Sol and Cariloha have been recognized as leaders in their industry, including the Inc. 500|5000 list of fastest-growing business in America, a MountainWest Capital Top 100 Companies, a Utah Top 100 Private Businesses, and a Fast 50 Top Revenue company. Brent graduated with his MBA from Brigham Young University and BS in accounting from Utah State University. He was awarded CFO of the Year by Utah Business Magazine in 2012 and has worked as CFO, CTO and Controller for various companies, ranging from start-ups to corporations worth $500 million in annual sales. Brent lives in Riverton, Utah with his wife, Jody, and their six children.


Aaron Hobson

Executive Vice President of Marketing

 

Since February 2002, Aaron has worked in various capacities for the company. He and his wife, Melissa, were two of our first interns and executive managers in Del Sol stores in Grand Cayman, Aruba, Ketchikan and Orlando. In addition to managing cruise and U.S. marketing, Aaron oversees merchandising, store design, product, art, e-commerce and graphic design. Every store location where Aaron has worked saw immediate improvement in all areas of operation, including 30% increases in sales, typically more. Aaron has received praise and endorsement from dozens of store owners, managers, executives and cruise ship promotion partners worldwide. After a two-year period in the stores, working on all facets of frontline operations, he was immediately hired to our corporate team, overseeing promotions and advertising, particularly helping to launch and train our U.S. stores on our hotel-tote promotion. His efforts are still yielding positive results today.

Anything Aaron touches always bares his signature of quality and professionalism. Following his U.S. marketing efforts, Aaron was quickly promoted to oversee all Del Sol and Cariloha cruise marketing promotions, graphic design, Web sites and advertising. Aaron's reputation for delivering outstanding results is evident in all these areas within our business.

Aaron has significantly boosted companywide sales transactions and purchase-price averages by his quarterbacking hundreds of marketing and branding campaigns, along with multiple product and promotional launches every year. He has acquired a deep level of respect from his peers, coworkers and business associates across the globe.

Aaron graduated with his bachelor’s degree in international business from Brigham Young University with a minor in Japanese. He's also an accomplished speaker, presenter, trainer and entrepreneur for Del Sol and Cariloha throughout the world. He was born and raised in Boise, Idaho and now lives in Utah with his wife, Melissa, and their four children.


Dustin Tate

Executive Vice President of Sales

 

Dustin has worked for the company since January 2002. He first began as an intern in Cozumel, Mexico and shortly thereafter was promoted to be General Manager of all the stores in Cozumel, which was the largest operation within the company. His experience managing the company’s highest-volume operation provided him with invaluable insights and skill sets, which he brought back to the company as the Customer Service Manager, then overseeing Store Operations and Corporate Store Management.

Dustin now oversees the company’s sales strategy and is responsible for opening new stores and managing the same-store sales efforts of the company. Since 2003, Dustin’s ongoing efforts have successfully increased sales and income from all corporately-owned stores and have been instrumental in finding valuable new store owners and distribution partners in key markets in the United States and critical cruise destinations throughout the world. He has proven a unique ability to maximize operating efficiency in every store that he works with. Dustin also oversees our Internship department and our Customer Service, Cruise Marketing, Sales, and Store Operations departments and has continually added immense value to our business with his ability to bolster company strengths and to identify and rectify inefficiencies, knowing how to make the necessary adjustments to maximize returns.

Dustin graduated with a double major in marketing and Spanish from the University of Utah, where he also received his Masters in Business Administration from the David Eccles School of Business. He continues to remain involved with the University of Utah volunteering with the University of Utah’s Business Alumni Association. Dustin resides in Utah with his wife, Jamie, and their two children. He enjoys cycling, skiing, and traveling with his wife and family.