title: “Bos. & Co. Passes the Northeast Baton After Two Decades of Sales Loyalty” seo_description: “Bos. & Co. names Alex Naravez as Northeast sales rep, succeeding Ellen Price after two decades building the brand’s regional accounts.” seo_tags: [“Bos & Co”, “footwear sales”, “Ellen Price”, “Alex Naravez”, “sales rep”, “brand representation”] seo_slug: “bos-and-co-changing-of-the-guard” original_url: “https://footwearplusmagazine.com/unlaced/changing-of-the-guard-at-bos-co/”

Bos. & Co. Passes the Northeast Baton After Two Decades of Sales Loyalty

Twenty years is a good round number to hang ’em up — and Ellen Price, the longtime Northeast sales rep for Bos. & Co., is doing exactly that. The Canadian-founded brand, which distributes Fly London, Ambitious, Asportuguesas and Softinos alongside its own line, has announced that Price is retiring, with 12-year Naot veteran Alex Naravez stepping into the territory.

Price’s departure closes a remarkable chapter. Over two decades she became a fixture at trade shows and in the stores of the independent and volume accounts she served across the Northeast. “Ellen brought to the table great people skills and an eye for good product, along with multiple years of experience in both retail and wholesale,” says CEO Kevin Bosco. More than that, she was the person who launched Fly London, Bos. & Co., Asportuguesas and Softinos into the region, building the relationships that still sustain those brands today.

Bosco is candid about the loss. Price “will be missed — not only at Bos. & Co. but also by her many clients,” he says, crediting her with a unique insight into what performs in each retailer’s stores. In a fragmented footwear market where the rep is often the only human link between a brand and its shelf space, that institutional knowledge is hard to replace.

Enter Naravez. The incoming rep arrives with 12 years at Naot and more than 20 years in footwear and retail sales overall — a “results-driven” territory manager, in Bosco’s description, who already holds relationships with accounts that are not yet Bos. & Co. customers. “Alex will bring a new perspective and fresh outlook to our team and the brands in the territory,” Bosco says. “Change is a positive thing!”

There is a larger story here about how independent footwear brands manage transition. A sales territory built over twenty years is not handed over in a day; the value sits in the trust Price earned and the quiet intelligence about each account’s assortment. Naravez’s challenge is to inherit that goodwill without disrupting it — to be, in Bosco’s words, the person who “picks up right where Price left off.”

For Bos. & Co., the moment also reflects the resilience of a certain kind of footwear business: one anchored in characterful European brands, sold through relationships rather than algorithms, and stewarded by people who know the buyers by name. In an era of direct-to-consumer disruption and platform-driven retail, the continued investment in regional representation is a statement of faith in the independent channel — the small footwear shops and specialty stores that remain the lifeblood of brands like these.

Price’s retirement is, ultimately, a celebration as much as a changing of the guard — two decades of loyalty, launched brands, and relationships that outlast any single season. As Naravez takes the baton, the test will be whether the Northeast feels continuity rather than rupture. If Bosco’s read on his new hire is right, the territory is in steady hands.

Source: Footwear Plus Magazine (July 16, 2026)