News February 12, 2025
Natural Trends Hires Joel Krane as VP of Sales & Marketing
Krane has a print and promo background that includes time at a Counselor Top 40 supplier. He’ll be responsible for leading efforts to double Natural Trends’ sales in 18 to 24 months.
Key Takeaways
• Sales Leader: Natural Trends (asi/73497) has named Joel Krane vice president of sales and marketing.
• Ambitions: Krane will build and lead a sales team whose target is to double the company’s sales in 18 to 24 months.
• Seasoned in Sales: Krane brings over 30 years of experience to the role.
Natural Trends (asi/73497) says it increased sales 65% year over year in 2024 and is now aiming to double business in the next 18 to 24 months.
The Provo, UT-headquartered supplier has tapped Joel Krane to spearhead the ambitious effort.
Joel Krane, Natural Trends (asi/73497)
Natural Trends, which provides products from national brands and wellness/personal care items, has hired Krane as vice president of sales and marketing.
Krane, who was most recently a national sales manager at Counselor Top 40 supplier Cap America (asi/43792), will be responsible for executing strategy, expanding Natural Trends’ market presence, and building and leading a sales team.
“I am thrilled and honored to join Natural Trends,” said Krane. “I admire the innovative solutions, products and the outstanding service that Natural Trends provides to its clients. They are highly customer centric and ethical with consistent award-winning service. I look forward to working with the talented team here.”
Krane has more than 30 years of experience. His background encompasses time in the promo and print worlds. Beyond Cap America, past roles include being national corporate sales manager at Tervis Tumbler, account manager at Paragon Label and national sales manager at Matsui International, a maker of inks for screen printing and inkjet printing.
“We are delighted to have an individual of Joel’s caliber join our leadership team,” said Paul Christensen, president of Natural Trends. “His deep understanding of the promotional products industry and his ability to build strong client relationships make him an invaluable addition as we continue to expand our market presence and product offerings.”
Founded in 1999, Natural Trends provides products like bath bombs, bath salts, essential oils, lip balm, herbal soaps, lotion and shower steamers. The firm also heavily focuses on selling products from national brands in the promo space, with such solutions including Tide to Go, WD-40 Precision Pen, Febreze Car Air Freshener, Downy Wrinkle Releaser, Lava Bar and OxiOut.