Smartwool, the Merino sock and apparel company, hired Dane Howell as VP, North America wholesale sales and marketing. Waypoint Outdoor has also been hired to represent the Northwest region for Smartwool

Howell has a comprehensive background in sales strategy, e-commerce, and in-store presence. Most recently, Howell 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 welcomed 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. The agency has 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 Nordstrom 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 Satkiewicz.

SmartWool, a division of VF Outdoor, LLC is a wholly owned subsidiary of VF Corp.