Ruffwear promotes Sarah McCandless to head of global sales

Ruffwear has named Sarah McCandless its head of global sales, promoting a longtime company leader who most recently served as director of customer experience, according to Pet Age. The Bend, Oregon-based outdoor dog gear brand sells through specialty pet and outdoor retailers, e-commerce, and international distributor partners, and the move appears to further strengthen the commercial team Ruffwear has been building over the past two years. Ruffwear’s public company profile says it was founded in 1996 and serves both specialty retail and direct channels, while its distributor page shows an established international footprint. (linkedin.com)

Why it matters: For veterinary professionals, this is a retail-channel leadership change rather than a clinical development, but it’s still relevant to the broader pet care ecosystem. Ruffwear is a visible brand in active-dog categories like harnesses, boots, travel gear, and safety products, and sales leadership can influence how products are distributed, merchandised, and supported across independent pet retailers and other specialty outlets that many pet parents rely on for recommendations. McCandless’ background in customer experience may also signal a stronger focus on service, retailer relationships, and omnichannel execution. That’s especially notable as Ruffwear has already been investing in senior commercial leadership, including the addition of Chief Revenue Officer Sandella Gansheimer in February 2024. (sgbonline.com)

What to watch: Watch for whether Ruffwear pairs this appointment with broader channel expansion, new distributor activity, or changes in retailer strategy ahead of upcoming product launches and trade-show selling cycles. (linkedin.com)