True North is a sales and consulting agency based in Seattle, Washington and co-founded by sales veterans Jenny Fredericks and Mike Stevens in 2013. The agency reflects their signature passion for sales and relationships at both the key account and independent levels. The team has maintained their strong track record of success, designing and optimizing sales strategies and tactics on a variety of levels, to build brands and drive profitability for wholesalers and retailers.
At True North, we love to be active in our business and local communities. It is important to the True North team to be present and give back.
We are a family...not only a True North family, but with our extended brand partner teams and retail partners.
Jenny Fredericks is a proven business leader, product and merchandizing strategist, sales and channel expert, brand builder and entrepreneur. In 2006, she co-founded Ahnu Footwear and was VP of Sales. After selling the company to the Deckers Outdoor Corporation 2009, she was hired as VP of Sales for both the Ahnu and Tsubo brands. Jenny was the Director of Sales at Keen from 2003-2006, with sales growing from zero to $110M. Jenny’s been on the launch teams of numerous successful brands such HOKA ONE ONE, H.S Trask, Keen, and Ahnu. Jenny’s strong and trusted relationships with key retailers such as Nordstrom, REI and Zappos have made her a sought-after consultant for launching sales teams and brand merchandizing; ensuring the brand is optimized at retail. Her long history with Zappos and experience with Amazon, makes her a unique asset to brands in need of online sales strategies in this dynamic retail climate.
Mike Stevens has worked in the Outdoor and Footwear Industry since 1996 and has been an independent sales consultant in the Pacific Northwest since 2004. Mike is a co-founder of True North. Born and raised in the Seattle area, Mike fostered a passion for running and outdoor adventure early in life. Over the last 18 years, Mike has helped build a number of amazing outdoor brands including Arc’teryx, KEEN, Vasque, Klean Kanteen, HOKA, Ahnu, and Rumpl. At Nordstom, Mike has enormous credibility for introducing and cultivating new brands. He launched HOKA, Cotopaxi, Arc'teryx, Jack O’Neil, and Swims and has driven sales and profitability with KEEN and See Kai Run. He enjoys deep relationships in the NW from key accounts like Nordstrom and REI to all the top independent specialty retailers in run, outdoor, better footwear, kids specialty, and boutique retail.
Danica Faulhaber graduated from Wilamette University and brings a millennial mindset and fresh perspective to the agency. She lives in Portland, Oregon and joined the True North team in 2014 after a year at Deckers Outdoor Corporation as the Tech Rep for Ahnu and HOKA ONE ONE. Danica’s role is constantly expanding; she currently manages independent sales as well as key accounts including Nordstrom and Von Maur. Danica also leads the agency’s tech education program.