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$11M soap company names new top merchandising executive

Katherine Way has four decades of marketing and branding experience.

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  • | 8:13 a.m. October 27, 2022
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Naples Soap Co. has named sales and merchandising executive Katherine Way vice president of retail marketing and merchandising.

Way comes to Naples Soap with over four decades of marketing and branding experience in a variety of industries, including fashion, home and design, food services, and mass retail, according to a statement. Most recently, she was the founder and CEO of Katherine Way Collections, a resort-inspired clothing line sold at over 350 retail outlets around the U.S., Caribbean and Canada as well as direct-to-the consumer from the company’s Florida-based retail stores and e-commerce division. Way spent just over 10 years building Katherine Way Collections from the ground-up and sold her stake in the company earlier this year, the release states. 

Prior to starting her own clothing line, Way served in a variety of marketing, sales and merchandising management roles for a number of brands, including Natural Life, BAE Systems/SAFARILAND – a international defense, aerospace and security company, The HoneyBaked Ham Co., Great American Cookies and Turner Broadcasting System.  

“We are thrilled to have Katherine join our team. I met Katherine through a mutual friend who was selling Katherine’s colorful and fun clothing line in her shop. We shared a lot of similarities in developing our brands, and I have long-admired Katherine for her business acumen and creativity,” says Deanna Wallin, founder and CEO of Naples Soap Co., in the statement. “This is the perfect time to add Katherine to our team as we look to enhance our retail shopping experience and add several new stores in Florida in 2023.”

Naples Soap Co., founded in 2009 by Wallin, is a producer of more than 300 bath, body and personal care products that are made in America. Products are sold at the company’s 10 retail locations in Florida. (Three stores are currently closed due to damage caused by Hurricane Ian.) Products are also sold online from the company’s website and through direct-to-consumer channels including and in more than 300 boutiques, spas and stores throughout the United States via the company’s wholesale division. The publicly traded firm had $10.9 million in revenue in 2021, and a profit of $1.32 million, up from $63,438 in 2020.

(This story was updated to correctly reflect the previous places Way worked before Naples Soap Co.)


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