President & CEO
Jefferson G. Pedersen is the Founder, Owner and CEO of PW Companies, parent company of international retail brands, Del Sol and Cariloha. Jeff has been CEO and President of Del Sol since 2003 and Cariloha since 2007. In 2000, when Del Sol had only a handful of stores, Jeff and his wife, Heather, learned the retail side of the business working on the French-Dutch island of St. Maarten in the Eastern Caribbean. Since then, under Jeff’s leadership, Del Sol has grown to more than 150 store locations in 24 countries and become the leading brand of color-changing apparel and accessories in the world.
Driven by a comfort and eco-conscious lifestyle, Jeff created Cariloha to provide the best in natural luxury clothing, bedding and bath goods made from bamboo. With Jeff at the helm, Cariloha has grown to become the only multi-store retailer in the world to provide an entire store experience that’s completely merchandised with products made from eco-friendly bamboo. Cariloha has an expanding fleet of stores in 13 countries offering its proprietary bamboo products.
Jeff is a two-time finalist and winner of the Ernst & Young Entrepreneur of the Year Award. He was also a winner of the CEO of the Year Award in 2014 and recognized as one of Utah's 40 under 40 Business Leaders by Utah Business magazine and Chain Store Age. Cariloha and PW Companies are recognized as one of Inc. Magazine’s 500|5000 Fastest-Growing Businesses in America, and one of Utah's Top 100 Private Businesses and Top 50 fastest-growing businesses in Utah. Cariloha and Del Sol are also five-time winners of the Best of State medal and statue.
Jeff was born and raised in Salt Lake City, Utah. He served an LDS mission in San Jose, Costa Rica. Jeff graduated with his MBA from Pepperdine University and his undergraduate degree from Westminster College in business finance with a Spanish minor. Jeff married his high school sweetheart, Heather, and together they have four children.
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 corporate operations in 7 countries and independent retail locations in 25 countries and growing. Since 1998, Brent has transformed and overseen the company’s finances, accounting, operations, manufacturing and distribution. As architect of PW Company's 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 Utah's Top 100 Private Businesses, Utah's Best of State (statue and medallions) and on the Inc. 500|5000 list of fastest-growing business. 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.
Executive Vice President of Marketing
Aaron and his wife, Melissa, were two of our first interns and executive managers in our stores in Grand Cayman, Aruba, Ketchikan and Orlando. In addition to managing our company’s overall marketing, Aaron oversees the company’s product, R&D, sourcing, merchandising, store design, graphic design, illustration, and e-commerce departments. Reducing our cost of goods sold, without compromising product quality, and passing along savings to customers has always been a chief company initiative. Aaron has not only directed this effort, but he’s also ensured substantial reductions of 10% and higher annually. Where Aaron’s influence and oversight are concerned, the company has seen visible improvements and efficiencies.
Aaron successfully owned the transformation from Cariloha’s island-leisure line of products and store experience to a 100% bamboo store and product line. Since that time, Aaron has orchestrated and executed Cariloha’s Bamboo product innovation and brand proliferation across multiple platforms and categories. Additionally, his improvements of our company’s supply chain management in relation to product research and development have allowed us to expand the business at a faster pace. Anything Aaron touches always bares his signature of quality and professionalism. His reputation for delivering outstanding results is evident in all these areas within our business.
Under Aaron’s leadership, the company’s online presence and e-commerce sales have grown tremendously, surpassing previous years’ sales by 200-300%. Aaron has significantly influenced companywide customer 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 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.
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.