July 2, 2010

At this time 15 years ago, Del Sol began stretching its beams of sunshine across the world, beginning in small cart in a Utah mall and shining brighter with each passing year. So many Del Sol partners, owners, managers, interns and employees have left a lasting legacy on our business. Many more are eager to make their mark as we move ahead. We've weathered many storms and seen exciting vistas of growth and expansion. Success seems to be largely a matter of hanging on after others have let go, said William Feather, famous American author and publisher, which is true for us. Our company's past and future is determined ultimately by the strength of our brand. And our brand is composed of our product and our people. We are our brand. And no matter how amazing we make our products - the service and experience we render is what truly makes our brand successful. As we extend our vision for another 15 years, let us remember our legacy and look toward what's ahead. We will not retreat. Every person who wins in any undertaking must be willing to cut all sources of retreat. Only by doing so can one be sure of maintaining that state of mind known as a burning desire to win -- essential to success, said Napoleon Hill, world-renowned author and speaker.

Milestones that helped us reach for the Sun!

Stores Worldwide

Since 1994, we've grown from one small cart in a mall to 115 stores worldwide. Our company's track record and growth percentages for new store openings versus store closures is the envy and praise of hundreds of other retail businesses of our size.
We opened 20 new stores last year alone - a store-opening record and proof of our ability to thrive in any economy. We continue to open Del Sol stores in popular tourist destinations worldwide, which bolsters our brand's reputation, prestige and exclusivity for our customers.

Product Lines

Our products evoke strong emotions of joy and happiness from millions of customers each year. Those customers then share our unique products with millions more and the process of sharing continues. After 15 years of sunshine and sharing, we continue to grow our product lines, and the proof of our product viability is more evident than ever before. They have proven to the world that we’re not just another start-up company. We're here to stay.
We've created and launched tens of thousands of product SKUs since 1994. Shirt and embroidery designs alone make up thousands of product options, including custom shirt designs for every store worldwide. Our SKU counts are unprecedented in the tourist retail industry.
Del Sol offers honest, unrivaled product guarantees. In fact, for 15 years now, we have given our customers guarantees on every single product. Our 100% Wow Guarantee is original, dynamic and inviting. Not only do we guarantee our product’s "Wow" factor, but we also guarantee our product's quality - no matter how many times customers wash their shirts.
Product Demonstration - we are masters of demonstration and change - showing the magic that comes from going colorless to colorful. We know how to do it right.

Technology Advancements

We've registered and trademarked dozens of technologies, products, names and processes over the past 15 years. Our Spectrachrome® dyes and color-change processes are still unbeatable in the color-change industry. Nothing else compares to our color vibrancy and quality.
Our demonstration UV light boxes (Sun Stations™) are still the talk of many science and technology circles from England to Asia. No one can duplicate our ability to demonstrate the magic of color-changing products.
We've created over 100 color-changing variations and dyes since our early beginnings. Our capabilities in color-changing lacquers, compounds, resins, inks, dyes, crystals, dyed shirts, embroidery, screen print, and more secret ingredients, continue to set records and revolutionize our product's "Wow" factor. No one does what we do. We are truly masters of new and lost arts in color, printing and design. It's magic in every sense of the word.

People

Over the years, we've formed strong partnerships with amazing Del Sol owners and managers from all over the world. We continue to receive 250 leads per month from interested entrepreneurs who want to open Del Sol stores. Some owners have been with us since the beginning, and they come from all walks of life; e.g., Arnold and Anissa Forbes in Nassau, Bahamas, the Grynzstein family in Curacao, Mike and Sharon Serfozo from Warren, Ohio, Mike Youngberg (Ketchikan and Skagway owner) from Idaho, and so forth. Each one has his or her own success story - each one has left a legacy and built the foundation for Del Sol's worldwide growth.
Back in 1998, Del Sol quickly became a popular cruise port attraction thanks, in large part, to our longtime Cruise Promotion Partners, PPI and Onboard Media. We have grown together over the years, and they have helped us win the hearts of millions of cruise passengers on every ship from the Alaskan Coastline to the Southern Caribbean.
The strength of our company relies on good people at our Corporate Offices and on the frontlines, working alongside each other to create the Del Sol Experience. As I've stated in previous messages, we hire people based on three areas:
1. Trust - we deeply trust each employees.
2. Passion - burning desire to succeed.
3. Have Fun - we enjoy working together.
Since 1994, we have grown from only a handful of people to over 850 people worldwide. We continue to recruit, interview, train and place up to 150 energy-filled interns in our stores every year. Our Internship Program is unmatched in our industry. No other recruitment program does what we do.

Technical Advancements

Many apparel companies function under tight restrictions in printing and inventory quantities. They order hundreds of thousands of units and print months and months in advance, hoping that the quantities and styles work out. In our case, we've created ordering and supply systems that allow us to order and print on a weekly basis for stores all over the world. All reports, forms, processes, resources and tracking systems are made available to any authorized associate from anywhere on the planet through our company's intranet - DelSolNet. Our supply-chain management systems (MAS) and POS systems are constantly improving because of your feedback and efforts. When we first began as a company, we relied on stacks of paper and faxes - now, we've gone practically paperless, modernizing our tracking and reporting systems to precision accuracy.

We are a strong business; and as business authors and analysts, Byron and Catherine Pulsifer, declared: When people understand this is a business and the success of this business depends on them, they will strive to make it successful! Your work and your time each day make the difference. While we continue to embrace and drive our business to succeed, we must always remember the vast influence that our customers have on our success. We have won the love of millions of raving fans worldwide over the past 15 years. Don't take them for granted. They're loyal and they're growing. Thank you for all your efforts in taking care of them and providing them with an unforgettable experience each day. With your help, the next 15 years of sunshine will be brighter than the last.

With much appreciation,

Jeff Pedersen
President & CEO

Contact Us

Del Sol Headquarters
280 W 10200 S
Sandy, UT 84070

800.884.5815
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