Primary Job Title Owner/Founder Primary Organization 
Del Sol Espana
Location Salt Lake City, Utah, United States Regions Western US Gender Male Also Known As Jeff
LinkedIn View on LinkedIn
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 100 store locations in 28 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 16 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 multi-year 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.
