Caraway & Co. is a service-driven, solution-minded sales agency representing prAna, Outdoor Research, La Sportiva, Mystery Ranch Backpacks, Socksmith, UGG, ,Helinox, Mountain Hardwear, VSSL, Havaianas & Sunday Afternoon. Our territory comprises the beautiful South & Western corner of the U.S. and serves the active lifestyle, surf, yoga, and wellness markets. We are an independently owned company providing innovative solutions, exceptional specialty experiences and amazing brands and products to these local communities.


Caraway & Co. listens carefully to our retailers. Whether they’re experiencing great changes in their markets or incredible successes, we consider ourselves their partners and provide innovative solutions to address challenges and mine opportunities as they evolve. Our main focus is to provide a retail experience built on proven consistency, trustworthy purchases and support that achieve goals.



Caraway & Co. anticipates the needs of our buyers and their stores and offers solutions through our merchandising and branding experience, retail activation efforts and knowledge of proven and innovative retail practices. We bring fresh ideas and insights to the stores we support by cross-training the branding, merchandising and events that go the extra mile in supporting the customer experience.


" I've been working with Dana Caraway for at least 6 years now in connection with several of her lines spanning casual apparel to technical outdoor product. Dana is wonderful to work with. She is warm, pleasant and personable , and works hard to find answers to questions that come up. She handles even thorny and annoying issues with grace and charm. In line showings Dana is great about presenting the product, yet also keeping in mind the realities of our business, and offers balanced suggestions about what might work. I appreciate that she seems to care about who we are, rather than merely pushing the newest product. It makes it easy to hear her suggestions and make reasoned decisions about our assortment. This is a relationship business, and Dana is great with maintaining those relationships. While I might not buy every line she represents, any line she works with will get a fair hearing from me."
Lynell Lacey
Director of Buying, Sports Basement




Dana’s approach and passion for Caraway & Co. were founded with her first job out of college. She was hired to teach first-grade experiential outdoor education in Boulder, Colorado. Working as an educator, she found her talent for identifying issues and creating solutions through curriculum transformed her students right in front of her eyes.

After being an in-house customer service manager, Dana moved on to be a Brand Manager at Stonewear Designs, supporting the design, production, and sales teams. Naturally, she later became a sales representative in the sales industry, translating her inherent ability to pinpoint issues and build solutions directly to the buyers and retail staff.

Dana later decided to chase her passion and founded Caraway & Co. She has built her team over the past twelve years into what it is today.

When Dana isn’t traveling or enjoying her time at home, she is biking, hiking, spending time with friends, and enjoying the outdoors as much as she can.



After growing up with the beach and sand of Laguna Hills California, Terry decided to attend Colorado State University in Fort Collins Colorado. After Graduating with a degree in history, Terry traveled to San Francisco and joined a startup outdoor e-retailer before moving to a career as the first clothing buyer for Zappos.com. After 8 successful years at Zappos.com, managing the apparel categories for Outdoor, Action Sports, Golf, Western and Street, he decided to make a career change and move to the sales industry with Caraway & Co.

Terry enjoys spending time with his wife and daughters, especially in the outdoors, usually hiking or camping. He also enjoys racing his go-kart on the weekends, running, hiking or watching the Broncos.

Felix Ugalde

Sales Representative CA & AZ Territory

Felix lives in beautiful Leucadia, CA, with his lovely wife Rebecca and their son Teddy. Born in Honolulu, HI, his Navy father moved their family to Encinitas in 1984, and Felix was fortunate enough to grow up in such an awesome city. Growing up in Southern California gave him the chance to be active, skateboard, and hit the ocean all year round.

Felix attended Cal State San Marcos and graduated with a B.A. in Communications, he also continued his education with a Masters Degree in business marketing, from National University, while also working full-time.

His passion for action sports allowed him to work with some fantastic local-brands, such as NIXON, Etnies, and Osiris Shoes for 13+ years! Within that time frame, he grew personally, professionally, and, until recently, got to make the switch-over to the outdoor lifestyle industry. Just before starting with Caraway and co, Felix was an employee at prAna (for close to 2 years), where he had the opportunity to work closely with our team.

“I am absolutely enthralled with this new opportunity to be on the other side of the sales table and delivery you service with a smile and a few laughs along the way.”


Sales Representative – No. Cal

Growing up on the beaches, mountains and deserts of southern California had a huge influence on Ann. After years of working in surf shops and in-house at various companies, she eventually found her calling in the lifestyle and outdoor apparel industries as a sales representative, which combined her love of fashion and passion for the outdoors. Ann has worked as a sales representative in northern California for over 10 years.

Now living in northern California, Ann enjoys the outdoors with her family, running, hiking and exploring whenever she can get the chance.


Sales Representative -Pacific Northwest

While growing up on the east coast, Erin developed a love for the great outdoors – she skied every winter and sailed and visited the beaches of Cape Cod in the summers.  She and her family frequently visited the Rocky Mountains for spring-break vacations where she realized that once she finished college in Maine, she would make her way out west.  

After a quick winter in Jackson Hole ski bumming, she moved to Missoula Montana which instantly felt like home.  In the winter, Erin worked at a local ski area (Montana Snowbowl) running the ski school, coordinating events, and bartending.  In the spring and summer months, she worked as both a whitewater and mountain bike guide for Lewis & Clark Trail Adventures, before taking a job at a local outdoor specialty store, The Trail Head. 

Erin worked as the apparel buyer for 12 years and during the last 5 years of her employment, she became co-owner in their women’s outdoor boutique.  Eager for a new adventure, Erin became a sales rep with a Northwest sales agency representing a variety of outdoor brands in Montana and Idaho.  Erin loves working in the outdoor industry, as it allows her to stay connected to those activities that provide her health, wellness, adventure, and most of all fun!

“I have known most of the Caraway & Co. team for a few years now and am very excited to be a part of such a dynamic and positive agency!!”


Sales Representative NW Territory

Tia grew up in beautiful Southern California where her love of the outdoors was fostered. This led to a career in the actions sports industry where she was in-house sales support and then eventually became the Customer Service and Sales Support Manager at Spy Optic.


After 13 successful years at Spy, Tia decided to continue her love for travelling and the outdoors and move to the Pacific Northwest to explore new terrain. She now lives in Seattle where she enjoys biking, hiking, camping, and spending time with friends and family sharing a good laugh!


Sales Representative – Rockies

Kaley Thompson grew up in Girdwood, Alaska. She attended college at the University of Colorado at Boulder where she got a degree in Environmental Science.

Outside of work she shares a love for the outdoors and likes to trail run, mountain bike, go to yoga, and hang out with her family.


Sales Representative 

Mariah grew up in the Reno/Tahoe area and currently resides in Truckee, CA. She was fortunate to find herself on the trails and the slopes from a very early age, which fostered her passion for playing outside and working in the outdoor industry. After graduating from Santa Clara University with a degree in Marketing & Communications, she moved to San Francisco and worked in contract sales. Soon enough, the mountains were calling and she made the move to Telluride, CO to try her hand at ski bumming. After 5 years in Telluride, she was offered the opportunity to move back home to work in-house at Patagonia. After some amazing years there, she recently made a career change to join the amazing team at Caraway & Co!

When she isn’t working, you will find Mariah on the rivers with her pack-raft or her fly rod, climbing some granite, split-boarding all over the Sierra, searching for loam on her mountain bike, or exploring a dirt road with her pup riding shotgun.



Cindy grew up in beautiful Denver, CO. She has lived in Wyoming, Illinois, Washington, D.C. She and her husband Dod retired in 2016 and moved from Denver to live close to their granddaughters.

Cindy spent the previous 11 years working as an executive administrative assistant and event planner for a Fortune 500 company in Denver. When not having fun with her granddaughters, Cindy enjoys traveling and going on cruises. Her travels have taken her to Italy, England, France, the Virgin Islands, the Caribbean, Mexico, Hawaii, and numerous other warm islands.

Cindy is a sports fanatic and loves watching her favorite football team, the Denver Broncos, and the LV Knights. She has a son, a daughter and the worlds best son-in-law. Cindy joined Caraway in December of 2018 and loves working with the Caraway & Co team. So much for retirement!



After growing up in a small town in central Utah, Stephanie knew she needed some change and moved to Las Vegas, NV. She was later hired on at Zappos.com and was there for nine years, starting out in customer service. She later became the first office assistants for the Kids Merchandising Team. After working a few years on the Kids Team supporting the outdoor, western, and electronic departments, she transitioned over to become a Merchandise Planner. She later took on a new role of manning a team that created and managed the inventory flow between Zappos POs to Amazon Fulfillment centers. After leaving Zappos, Stephanie moved back to her hometown in Utah.

When Stephanie isn’t working on her business or exploring spreadsheets, she is working on her Tiny House that she built herself, working on her yard, or enjoying time with her two sons. She enjoys camping, hiking, swimming, and most of all, showing her kids how to explore the outdoors.



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