F denotes chief executive officer
FF denotes chief executive responsible for promotional products, if other than chief executive.


1. Norwood Promotional 

Products Inc. (parent firm)
Austin, TX
Promotional Products Sales: $436 million
Workforce: 3,800
Years in Industry: 25
Privately Held
F Frank Krasovec, chairman/CEO
FF Art Olsen, president/COO

Norwood is the holding company of Air-Tex Corp. (Des Moines, IA); ArtMold Products Corp. (Cranston, RI); Barlow Promotional Products Inc. (Los Angeles); BTS/Salm Group (Reno, NV); Key Industries, Inc. (East Peoria, IL); Radio Cap Company (San Antonio, TX); Tee Off/Wesburn (New London, WI); Renaissance Publishing Co. Inc. (Auburn, IN); Duratec Corp. (Woobury, MN); Janesville Group Ltd. (Janesville, WI); McCleery-Cummings Co. Inc. (Washington, IA); Souvenir Group (Cedar Rapids, IA); Gerber Industries (Phoenix, AZ); and Advertising Unlimited Inc. 

(AUI, Sleepy Eye, MN), consisting of Featherstone; Fordan Line; Kingcraft; Pillowline; Sentry Pack; Style Rite; Superior Gift Calendars; and Triumph Line. Norwood’s 13 business units are divided into six operating groups–The ArtMold/Barlow/Key Industries/Huffer Group produces key holders, pocket knives, tools, calculators, watches, electronics daily essentials, personal products, golf products, office paper products, writing instruments, plastic items, memo boards and drinkware. The RCC Group consisting of Radio Cap, and Air-Tex, offers bags, luggage, travel accessories, ball caps, golf caps, mugs/glassware, insulated drink coolers and plastic insulated drinkware. The TeeOff/Wesburn Group produces golf balls and golf tournament packs. The BTS/Salm/Jaffa/Duratec Group markets leather and vinyl portfolios and binders, cutlery, business gifts/award and crystal. The Souvenir Group markets writing instruments. The Renaissance/McCleery Group produces a full line of wall calendars. Wearables are also offered through the Norwood Collection. The current Norwood Group of companies covers products in approximately 70% of the main groupings found in the industry. Norwood acquired Bemrose USA’s supplier entities in 1999 and AUI in 2000.

What do you consider the single biggest threat to the industry, and how can we effectively deal with it?

The biggest threat may be the mindset that technology can replace relationships. There are many ways that technology can and should enhance our relationships with customers. More cost-effective importing methods, improved systems technology and customer-friendly Web sites have all changed the distribution system in our industry. But these changes have most successfully taken place within the context of a continued dependence on brands and relationships, not as a replacement. Let’s not be mesmerized by technology, but embrace it as an adjunct to what really matters in this business – the personal relationship we have with each of our customers. 


2. Alpha Shirt Co. Inc. (asi/34408)

Philadelphia, PA
Promotional Products Sales: $184.3 million 
Workforce: 800
Years in Industry: 69
Privately Held
F Sam Gerber, CEO
FF David Grobisen, vice president of sales

Alpha was founded in 1932 by the present owner’s grandfather and uncle. Today, it ranks as one of the country’s largest distributors of imprintable sportswear. Under current owner Ron Berg’s leadership, the company has anticipated and met the ever-changing requirements of the promotional products industry. Alpha offers one of the largest selections of brand-name apparel anywhere. The addition of a fully stocked Los Angeles warehouse gave it coast-to-coast coverage. Alpha acquired Good Buy Sportswear in 1999.

What do you consider the single biggest threat to the industry, and how can we effectively deal with it?

We see only opportunity for those who continue to exceed the needs of their customers.


3. Broder Bros. Co. Inc. (asi/42090)

Plymouth, MI
Promotional products sales: $181 million
Workforce: 752
Years in industry: 82
Privately Held
F Harold Brode, CEO
FF Michael Brode, president

Broder Bros., a Plymouth, MI-based supplier of wearables, was acquired by Bain Capital of Boston in May of 2000. With its nationwide network of seven distribution centers, Broder offers the largest combined one- and two-day shipping service areas in the industry. Broder’s current locations are in MI, NY, NC, FL, TX, MO and CA.

What do you consider the single biggest threat to the industry, and how can we effectively deal with it?

No supplier, competitor or customer can produce a threat the size of a soft economy. A weak economy takes no prisoners, and the entire food chain of this industry is impacted. One of the easiest cost cuts for corporate America is in advertising and promotional products. Unfortunately, this is the area where we make our living. At Broder, we’ve gone into a cost-control and cost-cutting mode. We intend to maintain our investment spending on capital expenditures and acquisitions in full expectation of achieving our company’s goals. Yet, we are spending time re-forecasting this year’s operating expenses with different revenue levels in mind. This will give guidance to our management team as to how they should respond should there be further weakening. Historically, the industry may take a little inventory in prior to a product’s “season” and this year, we believe this shouldn’t be the case. We’re anticipating that our suppliers will be in a better inventory position due to their building of inventory prior to the trend of lower sales vs. prior year. Other than that, cash is king; keep a very close eye on accounts receivables.


4. Bic Graphic USA (asi/40480)

Clearwater, FL
Promotional Products Sales: $139.5 million
Workforce: 650 
Years in Industry: 32
Publicly Held (French Stock Exchange)
F Bruno Bich, chairman/CEO, Societe Bic
F Raymond F. Winter, president/COO, Bic Corp.
FF Jack Teague, president, Bic Graphic/North America

Bic Graphic was established in 1969 at Bic’s Milford, CT, headquarters and was relocated to Florida in 1979. The company is a manufacturer/supplier of several categories of writing instruments, disposable lighters, shavers and correction fluid, with manufacturing facilities in Milford, Clearwater, and Spartanburg, SC. Bic is also the industry’s exclusive provider of Eveready flashlights and accessories. Additionally, Bic Corp. acquired Shaeffer Pen, which has manufacturing facilities in Fort Madison, IA, in 1997.

What do you consider the single biggest threat to the industry, and how can we effectively deal with it?

The proliferation of poor quality imported goods. This can be confusing especially to the end-buyer due to the fact that the products may look high quality, but in reality they don’t perform to the standards expected by that end-buyer. Most of the time, the poor-quality product is a knock-off of the nonimported item at a substantially lower price, thus causing the confusion. We effectively deal with this infiltration by continuing to produce high quality products at a fair price.


5. 3M Promotional Markets Dept. (asi/91240)

St. Paul, MN
Promotional Products Sales: $135.1 million (E)
Workforce: 74,000
Years in industry: 18
Publicly Held
F L.D. DeSimone, CEO
FF James Halverson, national sales manager
FF Bart Christenson, international manager

3M Promotional Markets Department is a business unit of Minnesota Mining & Manufacturing Co., a $17 billion international corporation. 3M was founded in 1902 by five businessmen to sell corundum for grinding wheels. This soon expanded to sandpaper, and in 1926, 3M introduced world-famous Scotch tape. Today it still produces many varieties of its two original product lines, in addition to cleaning pads, bandages, adhesive-backed surgical drapes, fabric protectors, computer discs, sponges, and hundreds of other patented products. One of these, the well-known Post-it Note, became the genesis of the promotional markets division. It began in 1983, with the concept of custom-printing the notes to promote brands, products and corporate identities. The division and its products are identified as the 3M Line. Post-it Notes and cubes remain the core of the line, offered in a wide selection of sizes, shapes, styles and packaging. However, the range of product price points is broadened each year. 3M is committed to rapid global expansion of its promotional markets department business, with operations in more than 60 countries worldwide.

What do you consider the single biggest threat to the industry, and how can we effectively deal with it?

We measure the success of our business in terms of profitable global sales growth. The term “global” implies a myriad of “specialists” working to provide value to the end-buyer customer of promotional products. If there is a threat to the industry, beyond the general state of major economies of the world, it is the rate at which skills for providing measurable value to customers can be learned and taught to supplier personnel and the distributor network. The way transactions are handled, the speed at which we can communicate, clarify needs, provide innovative solutions, and thereby earn long-term customer loyalty, will separate those who thrive on change, from the failures in this decade. 


6. SanMar (asi/84863)

Issaquah, WA
Promotional Products Sales: $112.5 million
Workforce: 500
Years in Industry: 13
Privately Held
F Marty Lott, president

SanMar was started by Lott in 1971 as a college project involving the import/export of various products, including T-shirts. After graduating, Lott shifted his focus exclusively to T-shirts for the imprinted sportswear industry. As the industry continued to grow, so did the company and its product lines. In the early 1990s, San Mar became more involved in the promotional products industry. It continues to service both promotional products and imprinted sportswear companies, with emphasis on added-value garments for the corporate market.

What do you consider the single biggest threat to the industry, and how can we effectively deal with it?

Budgets. During a challenging economy, companies are tempted to reduce ad budget. Although such cuts are inevitable as profits are harder to come by, imprinted products serve as an extension of a company’s brand and remain a proven investment for advertising dollars. As companies look to make tough decisions on where to slash costs, remind them of the importance of investing in their staff through promotional products in order to portray a strong, self-confident image of the company.


7. Corvest Promotional Products Inc. (parent firm)

St. Petersburg, FL
Promotional Products Sales: $100 million
Workforce: 505
Years in Industry: 3
Privately Held
F Keith Olivit, president/CEO
FF Tom Oddo, senior vice president

Corvest was formed by the management of Adva-Lite and its financial partner, Trivest, Inc. in 1996, to specifically concentrate on acquisitions in the promotional products industry. In 1999, It acquired Toppers, a supplier of sport bags, tote bags, luggage, briefcases, portfolios, caps, golf accessories, towels, aprons and umbrellas, and Gootnick Enterprises, Inc. dba/It’s All Greek To Me, a leading and award-winning supplier of plush products. These three companies now form the Corvest corporate umbrella.

What do you consider the single biggest threat to the industry, and how can we effectively deal with it?

The changing environment in which we operate. This is not to say this is a bad thing, just a threat to the industry as we know it. The availability of information and technology are forever changing the landscape of our industry. The traditions and framework of how we do business are being broken down. We no longer have a comfortable industry with clear-cut channels of distribution. We no longer have precise definitions and descriptions of what each of us does and the services we provide. The end-user has much more control over transactions than before. For some in the industry, changes represent a threat, for others they represent an opportunity. It all depends on perception and how effective each of us is in adapting to change.


8. Bodek and Rhodes (asi/40788)

Philadelphia, PA
Promotional Products Sales: $99.6 million
Workforce: 378
Years in Industry: 62
Privately Held
Art Rhodes, president
FF Michael Rhodes, vice president of operations
FF Steve Rosengarten, vice president of sales

A supplier of imprintable activewear such as golf shirts, fleecewear, jackets, denim and oxford shirts, T-shirts, caps and bags from major mills, Bodek and Rhodes was established by Harry Rhodes and Edward Bodek in 1939. It is also the exclusive distributor of UltraClub Collection, a private-label fashion line and one of a select group of distributors of Bill Blass premium, Izod, Arnold Palmer and Geoffrey Beene sportswear. It operates out of a 200,000-square-foot warehouse in Philadelphia, a new 127,000-square-foot facility in Niles, MI and a new 151,000-square-foot facility in Fresno, Calif.

What do you consider the single biggest threat to the industry, and how can we effectively deal with it?

The lack of customer service and attention to detail we’ve heard that so many distributors experience today in servicing their clients. You can talk all you want about the economy, dot.coms, technology challenges, the shortage of finding good people, but what we really believe that distributors, and ultimately their clients want, is the best service. Bottom line: In order to grow your business, you simply can’t satisfy your clients; you’ve got to delight them. In the battle for corporate America’s marketing dollar, we must delight our customers with above-and-beyond quality, delivery and service in order to be considered a valued resource they’ll want to continue to rely on.


9. Dunbrooke Promotional Group (asi/50930)

Independence, MO
Promotional Products Sales: $91 million
Workforce: 500
Years in Industry: 19
Privately Held
F Steve McMullen, president
FF David W. Bandy, vice president of sales

Dunbrooke began in 1939 as Dunhill Shirt Co., a manufacturer of men’s dress shirts in Lexington, MO. The company introduced sport and bowling shirts in the early 1950s and by 1954, was producing nylon jackets. In 1971, the name was changed to Dunbrooke, and the company was purchased by American Marketing Industries Inc. in 1985. In October 2000, Dunbrooke Industries Inc. was formed as an independent company. Today, Dunbrooke is a full-line supplier of outerwear, shirts, fleece and caps for the promotional products industry. It acquired WestArk Garment Manufacturing in 1997 and most recently added Legend Brand Headwear to the Dunbrooke family.

What do you consider the single biggest threat to the industry, and how can we effectively deal with it?

We don’t foresee any real threat to the industry. There will always be competition for the promotional dollar, which is healthy in a free-enterprise system. This industry is known for its creative entrepreneur spirit, which only furthers the growth of this great nation. There will be inevitable changes to our industry within the next decade, and we need to embrace them with our creative minds to maintain the promotional service standard demanded by the corporate world. 


10. Trimark Sportswear Group Inc. (parent firm)

Markham, Ontario, Canada
Promotional Products Sales: $90 million (E)
Workforce: 365
Years in Industry: 26
Privately Held
F Derrick Milne, CEO

Trimark was established in 1975 and was acquired in 1995 by Milne and his father, David, one of the company’s original partners. In 1999, Derrick Milne created the parent company Trimark Sportswear Group Inc. It completed three acquisitions in the U.S. – Rivers End Trading Company in August 1999, LA Loving in November 1999 and Kayman T-shirts in November 2000.

What do you consider the single biggest threat to the industry, and how can we effectively deal with it?

I believe it’s even more irrational behavior due to the economic slowdown (reduced demand) combined with existing over capacity (increased supply). Mills, wholesalers, and distributors who have grown accustomed to year-on-year growth must now adapt to slower or no growth. Bulging working capital lines due to a buildup of inventory in an environment where banks are reducing liquidity can lead to further price-cutting to reduce inventory levels. This temptation to drop prices may lead to a downward spiral of further declines in margins and even more desperation. We can effectively deal with the situation by acting rationally to deal with the imbalance in supply and demand. Instead of reducing our sales and marketing efforts to control costs, we should be increasing them to stimulate demand. In a similar fashion, we should be reducing our production and inventory levels to achieve more prudent amounts of supply. In a fragmented market, however, this is a challenge to achieve.


11. Leed’s (asi/66887)

New Kensington, PA
Promotional Products Sales: $87.8 million
Workforce: 254
Years in Industry: 14
Privately Held
F Michael Bernstein, president

Incorporated in 1986, Leed’s is a supplier of custom-imprinted business and travel accessories. Leed’s promise to its customers is simple: To create a hassle-free buying experience through superior products, service and support. This philosophy has resulted in the impressive growth Leed’s has experienced over the last seven years. A manufacturer of canvas, vinyl, leather and ballistic bags, padfolios and business accessories, Leed’s product line puts a special focus on travel and leather products, business and computer cases, sports and leisure duffels as well as pads, totes, CD and electronic organizer cases. In 2000, Leed’s was purchased by Bank Boston Capital and Black Diamond Capitol partners, a Boston-based bank and later entered into an exclusive marketing agreement with Steel Threads for use of its metal logos.

What do you consider the single biggest threat to the industry, and how can we effectively deal with it?

The industry continues to be fast-growing, with more distributors and suppliers entering each year. As end-users become more sophisticated in their fast-paced environments, distributors and suppliers will need to provide an increased level of value to the end-user, moving forward. Streamlining systems and eliminating redundant processes in-house at the distributor and supplier levels, as well as within the distributor-supplier relationship, will provide value to the end-user. Failure to do so is the single biggest threat we see facing distributors and suppliers alike.


12. Magnet LLC (asi/68520)

Washington, MO
Promotional Products Sales: $85.9 million
Workforce: 534
Years in Industry: 18
Privately Held
F Bill Korowitz, president/CEO

Magnet was established in 1983 with a modest offering of promotional magnets. Today, it is recognized as the innovative leader in magnetic promotional products. With more than 500 employees developing everything from magnetic car signs to direct-marketing programs, Magnet’s account list has grown to nearly 8,000 distributors. The firm has received numerous Supplier Achievement Awards from PPAI. It acquired Benchmark Industries in 1997, and in 1998, acquired McArthur Towels, Perfect Promotional Products and PhoneCard Express.

What do you consider the single biggest threat to the industry, and how can we effectively deal with it?

Technology is probably the one single biggest threat. It’s changing how we (suppliers and distributors) communicate with our customers, manufacture products, process orders, market our products, etc., and educating suppliers and distributors of all sizes how this advanced technology can enhance their services/products to their customer will be a major challenge. Technology presents many new opportunities for conducting business, and, obviously, to survive each new wave we must remain alert, position ourselves as leaders and make changes within our companies and product lines that are in tune with today’s needs and how we conduct our business in the future.


13. Vantage Custom 

Classics (asi/93390)
Avenel, NJ
Promotional Products Sales: $81.1 million
Workforce: 1,125
Years in Industry: 24
Privately Held
F Ira Neaman, president

Vantage manufactures and embroiders quality apparel, including knit shirts, woven shirts, sweaters, jackets, windshirts and fleece. The company’s corporate offices, manufacturing and embroidery operations are headquartered in Avenel, NJ. In addition, Vantage maintains 15 sales offices in serving the 50 states and Canada, and sales and contract-embroidery operations in Northern and Southern CA, GA, IL, MO, TX, and MI. Vantage was awarded the “Gold” for embroidery in PPAI’s Supplier Achievement Awards, seven of the last eight years. In 1996, 1997, and 1998, Vantage was awarded the Technovator of the Year Award from ASI, which recognized its technological advancements and improvements in manufacturing, embroidery, product quality and customer service. 

What do you consider the single biggest threat to the industry, and how can we effectively deal with it?

The low entry barrier for both suppliers and distributors. These new companies and their salespeople often have a lack of industry education, which makes doing business for existing suppliers and distributors costly. To best deal with these threats, the trade associations need to make the industry less accessible by raising standards for show participation and increasing supplier and distributor education. Also, a focus on providing more and better customer service representative training on a regional basis would strengthen the industry.


14. Premiumwear Inc. (asi/79393)

Hopkins, MN
Promotional Products Sales: $78.7 million
Workforce: 429
Years in Industry: 10
Privately Held
F Tim Klouda, CEO

The Northwestern Knitting Co., predecessor to Premiumwear, was founded in 1886 by George Munsing, Frank Page and Edward O. Tuttle. The company developed a fabric that took the “itch” out of wool by plating silk over it. The new 
fabric was called Munsingwear in honor of its founder. Today, Munsingwear and Page & Tuttle are two of the brands 
under which Premiumwear markets fashion apparel to the promotional products industry. Munsingwear, now licensed by Premiumwear, entered the emerging corporate apparel market in 1993, with Page & Tuttle following in 1998. Premiumwear also represents the Burk’s Bay line of leather apparel and accessories, California Outerwear and Croakies active accessories in the promotional products industry. In 2000, the firm licensed both the Jockey and Field & Stream brands for the corporate apparel market. That same year, Premiumwear was purchased by New England Business Services (NEBS) in Groton, MA.

What do you consider the single biggest threat to the industry, and how can we effectively deal with it?

The biggest threat on the apparel side of the business is a combination of two things – the slowdown in the economy and the rapidly increasing number of apparel suppliers. As the appetite for promotional apparel slows down due to current economic conditions and the number of new brands offered increases, apparel companies will be challenged to keep their offerings new and exciting and the inventory at levels necessary to service the business. To effectively deal with this, we must work smarter by putting the proper systems and infrastructure in place. We need fast, accurate methods for forecasting and servicing. Quality, service, and innovation will set us apart from the competition and enable us to overcome these obstacles.


15. Ash City (asi/37127)

Scarborough, Ontario, Canada
Promotional Products Sales: $72 million (E) 
Workforce: 180
Years in Industry: 26
Privately Held
F Garry Hunritz, CEO,
FF Tom Lamb, vice president, sales/marketing

Ash City is a supplier of customized wearable items for the corporate industry. The company’s entire line is cut and sown in Canada. Ash City offers two import lines: Il Migliore and North End. 

What do you consider the single biggest threat to the industry, and how can we effectively deal with it?

Complacency. For example, distributors and suppliers not adapting to the changes in the marketplace. With technology advancing so rapidly and global sourcing becoming commonplace, we can’t assume the industry is the only source for promotional products. We must adapt to a constantly changing market to remain competitive in the industry. Distributors and suppliers should rethink the way things are done.


16. Gemline (asi/56070)

Lawrence, MA
Promotional Products Sales: $64.8 million
Workforce: 533
Years in Industry: 43
F Jonathan Isaacson, president 
FF Robert Leavitt, vice president, sales/marketing

Founded by Samuel Issacson in 1958 as an importer/distributor of specialty advertising products, Gemline today is one of the premier suppliers in the industry, combining fashionable product design with cutting-edge technology to provide distributors with complete marketing solutions. Gemline’s products include basic coolers and totes, classic portfolios and sport bags, padfolios, writing pads, organizers, contemporary courier bags, and a complete line of leather business gifts and accessories. Gemline’s service is designed to match distributors’ needs for quick turnaround. Gemline has won more than 14 industry awards for screenprinting excellence.

What do you consider the single biggest threat to the industry, and how can we effectively deal with it?

Every industry always has a shifting competitive landscape. We don’t believe there’s any single threat to the industry today. For those companies who meet their customers needs and add value, there are always plentiful opportunities for success. Promotional Products can be a valuable added solution for many customers. Those in the industry who perform well in providing innovative solutions will always do well regardless of what competitive threats may from time to time appear on the horizon.


17. NES Clothing Co. (asi/72808)

Middleboro, MA
Promotional Products Sales: $62 million
Workforce: 225
Years in Industry: 14
Privately Held 
F Michael Rosow, president
FF Bud Schmidt, president, sales

NES is a supplier of blank imprintable apparel. Founded in 1987, it distributes 35 brands of T-shirts, fleece, sport shirts, denim, outerwear, caps and bags including Lee, Bill Blass, Van Heusen, Outer Banks, Jansport, Wrangler, Gitano, Hanes, Jerzees, Gildan & Fruit. It is also the exclusive distributor of the Harvard Square Brand. It operates out of a new 300,000 square-foot state of the art distribution facility south of Boston.

What do you consider the single biggest threat to the industry, and how can we effectively deal with it?

Economic uncertainty. Promotional products generally get put on hold until the economic outlook becomes more bullish. To deal with soft business, we must work harder and smarter. As a wholesaler, we need to go that extra mile to ensure our customers are serviced properly and in a timely manner.


18. Sweda Co. LLC (asi/90305)

Los Angeles, CA
Promotional Products Sales: $61.5 million
Workforce: 2,751 
Years in Industry: 25
Privately Held
F Marvin Ruwin, president
FF Mark Soffa, executive vice president/director of international operations
FF Candy Tien, vice president

Established in 1976 by Ruwin, Sweda is a manufacturer/supplier of watches, clocks, calculators, pens, portfolios, electronic and unique items for the promotional products industry. In 1994 it received ISO9001 quality assurance certification, the international standard for quality manufacturing. Sweda is a fully-integrated manufacturer with two mold-injection facilities employing over 3,000 people. In addition, Sweda has offices throughout the world including Hong Kong, mainland China, United Kingdom, Holland, France, Australia, Canada, Brazil, Guatemala, Argentina, Peru and Japan.

What do you consider the single biggest threat to the industry, and how can we effectively deal with it?

Distributors who are trying to fragment the industry’s traditional supplier-distributor chain of distribution will put a strain on the flow of business and create a perception to those outside the industry that suppliers go direct. When distributors encourage suppliers to deal directly with their clients, it creates an environment that can wreak havoc in a streamlined system that works extraordinarily well. Irreparable harm will be caused to supplier and distributor relationships if distributors push their supplier partners to cut off many clients just to service a few. We have to remember the value of creativity in product programs and long-term relationships, as opposed to the quick-fix of going direct to a distributor’s clients. It’s not what this industry is about.


19. Sun Coast Merchandise Corp. (asi/90075)

Commerce, CA
Promotional Products Sales: $59.4 million
Workforce: 63
Years in Industry: 58
Privately Held
F Kumar Bhavnani, CEO

Sun Coast was established in 1943 and acquired by the Laltex Group of Companies, an international conglomerate, in 1982. As the U.S. division of Laltex, Sun Coast specializes in producing a wide range of premium and promotional merchandise in its factories around the world. Sun Coast strives to create new proprietary products designed to have a high perceived value and a low cost. It has experienced rapid growth in the promotional products industry, and recently moved into a 120,000-square-foot facility with a 
state-of-the-art in-house printing department, enabling it to turn around large productions of imprinted products quickly and efficiently.

What do you consider the single biggest threat to the industry, and how can we effectively deal with it?

The industry faces several threats in the upcoming year. First, with the slowdown in the economy and additional competition within the industry, we will see several firms facing severe economic pressure, which will force them to close their doors. If these firms are forced into declaring bankruptcy, many suppliers will be financially affected, which could cause severe repercussions for almost everyone within the industry. Second, many firms have developed and created e-commerce sites as their business model. They may have worked in several business-to-business models, but this industry has always been traditional show-and-tell. End-users want to see and work with a local distributor and not surf different Web sites. Distributors and suppliers must continue to develop e-commerce sites, but cannot lose focus on how this industry was created and how it thrives.


20. Gill Studios Inc. (asi/56950)

Shawnee Mission, KS
Promotional Products Sales: $55 million
Workforce: 456
Years in Industry: 51
Privately Held
F Mark S. Gilman, president

In a basement in 1934, Forest P. Gill set up a one-man silk-screening studio where he printed signs, banners, tire covers, decals and other products on a job-by-job basis. Today, Gill Studios specializes in flexography, letterpress printing and screen-printing on products such as decals, bumper stickers and posters. Gill has won the PPAI Supplier Star Award for industry excellence in its category numerous times since 1975. During election years, its sales grew significantly because its products are used heavily in the political market.

What do you consider the single biggest threat to the industry, and how can we effectively deal with it?

The industry faces a twofold threat to overall profitability. There are continuing moves to increase selling direct. Some of these efforts are related to use of the Internet. The second part of the threat is related to selling direct. It’s the continuing pressure on distributors and suppliers to reduce prices. There are more and more distributors competing for the same sales, so they’re forced to cut their prices to stay in the race for the order. Distributors, then, put increasing pressure on suppliers to cut their prices. The trouble is, everybody’s costs are escalating (thanks, ironically, to the high cost of high tech), and rising costs are incompatible with reducing prices. Profits are thus painfully squeezed.


21. Sanford Business-To-Business (asi/84833)

Janesville, WI
Promotional Products Sales: $53 million (E)
Workforce: 187
Years in Industry: 29
Publicly Held
F Vern Desbien, general manager, business-to-business

For close to 40 years, parent company Newell Rubbermaid’s primary vehicle for building a broad multi-product offering has been through acquisitions. Since the late 1960s it acquired and successfully integrated over 100 product lines. The most recent acquisition to the office products segment was Gillette’s stationery products business in 2000. With this acquisition came the merger of two strong entities in the promotional products marketplace – the Lewisberg, TN operation of Sanford Promotional Products division and the Gillette Business-to-Business division. The new and expanded entity headquartered in Janesville, WI is called Sanford Business-to-Business. 

What do you consider the single biggest threat to the industry, and how can we effectively deal with it?

A predominant threat to the industry today, brought upon by the proliferation of mergers and acquisitions as well as significant advancements in technology, is a fear that this industry will succumb to the fast-paced cyberworld, ignoring its roots of face-to-face relationship selling. As both distributor and supplier firms grow in size and volume, increased layers of management and bureaucracy could conceivably create barriers within them. Precautions must be taken to ensure that managerial decisions are in tune with the ultimate needs of the customer. These needs can only be ascertained from direct contact with the customer and an open ear. The need for creative solutions to business problems will not disappear. There is further risk with e-commerce capabilities as well as other pressures to produce products faster and cheaper, that the selling proposition will be diminished. The promotional products industry was founded upon relationships. Trust, reliability, and after-sales service will remain critical factors in the business process. Measures must be taken by distributors and suppliers alike to protect the industry’s reputation in this regard.


22. Tri-Mountain/Mountain Gear (asi/92120)

Baldwin Park, CA
Promotional Products Sales: $49 million
Workforce: 130
Years in Industry: 9
Privately Held
F Daniel Tsai, president/CEO

Tri-Mountain was formed in 1992 by Tsai, who started it with only a handful of outerwear jackets, targeting the promotional products market with an emphasis on “Big&Tall” sizes and lots of inventory. Presently, the company manufactures and exclusively distributes an extensive corporate casual wear product line for men and women, including all-season jackets, windshirts, fashion fleecewear, knit shirts and woven shirts. The promotional products marketplace remains Tri-Mountain’s core focus. In 1999, PPAI issued an Award of Merit in the PPAI Supplier Star Program recognizing Tri-Mountain for overall quality and service excellence. 

What do you consider the single biggest threat to the industry, and how can we effectively deal with it?

Negativism. Lately there’s been plenty of it. The economy, the financial markets, the energy “crises.” It seems just a short while ago all was terrific. Now the sky’s falling. At least that’s what the media is saying. There will always be shifts and corrections within the marketplace affecting corporate America, but the biggest threat to our industry is that negativism breeds more negativism. Regardless of the inevitable changes taking place, there exists a wealth of opportunity for our industry. It’s proven that promotional products provide the most cost-effective means for a company to promote itself, in good times or not so good times. We may need to sharpen our selling skills, exercise creativity, offer a bit more sense of urgency, utilize common sense and most important, be optimistic. 


23. Hartwell Sports Inc. (asi/60135)

Hartwell, GA
Promotional Products Sales: $48.3 million
Workforce: 500
Years in Industry: 62
Privately Held
F Stan Burson, President

Founded in 1939 as a manufacturer of men’s work clothes and uniforms, Hartwell designs, manufactures and distributes a broad range of apparel products to the advertising specialty, uniform, military, college bookstore, resort, and team sports channels of distribution. Its brands include Auburn, Hartwell Sports, Sea Palms, Merrygarden, Oarsman and Desert Heat. In 1977, the Hartwell Sports division was founded to supply and distribute quality products to the decorator markets. In 1996, Auburn was added, followed by Oarsman, Merrygarden and Desert Heat during the following three years.

What do you consider the single biggest threat to the industry, and how can we effectively deal with it?

As several new companies have entered the already crowded field of promotional products, the greatest threat to our industry is an oversupply of commodity products and an under-supply of product innovation. Particularly in apparel, it’s a devastating practice. More and more people compete for the basic items with less and less results, while the creative companies struggle to finance new products because of the loss of the basic business. There’s an answer to the predicament: Support those traditional companies who are creative and allow the distributor to be creative with his customer. The answer isn’t always to be the least expensive but to drive volume with both understanding your customers needs as well as price. 

Business is about perceived value and no one should know this better than those of us in this industry. 


24. Taylor Corp. (parent firm)

North Mankato, MN
Promotional Products Sales: $47.4 million (E)
Workforce: 14,000
Years in Industry: 26
Privately Held
F Glen Taylor, chairman/CEO
F Gary Zellmer, vice president, promotional products division
A management group of approximately 80 independently operated divisions, Taylor was founded in 1948 by William Carlson. The organization has five supplier firms within the promotional products industry: Birch Lake Promotional Group (St. Paul, MN), Carlson Craft (North Mankato, MN), Galaxy (Min-neapolis), Embassy Masterpiece Studio (North Mankato), Thayer Publishing (Mankato, MN) and Windmill Press Inc. (Hagaman, NY), Regency, Thayer, Precision Press and Allen & John. The bulk of the other divisions and related firms are, for the most part, comprised of social and business-to-business commercial printing (thermography, engraving, foil-embossing), promotional products and prom/banquet/party supplies sold on a wholesale basis. The company’s total sales are estimated at $1.2 billion. Taylor occupies 40,000-square-feet at its headquarters location.

What do you consider the single biggest threat to the industry, and how can we effectively deal with it?

Perhaps the single biggest threat is the increased “commoditization” of the industry. This tends to drive down the prices that are charged and the perceived value of promotional products to the end consumer. The result is more and more suppliers and distributors working on dangerously thin margins, eroding the long-term health of our industry. Creatively packing products and services into a “value proposition” for the end-user is maybe the best approach to solving the problem. This value-added mindset is the responsibility of both suppliers and distributors. 


25. Prime Resources Corp. (asi/79530)

Bridgeport, CT
Promotional Product Sales: $45 million
Workforce: 457
Years in Industry: 20
Privately Held
F Bob Lederer, President

A manufacturer, creator, importer, and decorator of a wide range of products, Prime Resources was founded by Lederer in 1980 and grew on the strength of one innovative product – the “Telenote,” a device that attached to the back of a desk phone to hold notes, which was its first exclusive item. Prime purchased the Lipette line in 1980, which was the first of five acquisitions in the coming years,and the firm was called Prime/Lipette until renamed Prime Resources a few years later. The company has steadily grown as a result of four main elements: 1) acquisitions; 2) hiring true professionals; 3) the deliberate choice to go the “department store” route – extending a diverse selection of products that now covers more than 50% of the industry’s offerings, a practice now common in the industry but pioneered by Prime; 4) establishing and maintaining a reputation for introducing innovative, unique products to the industry, many of which eventually became industry standards.

What do you consider the single biggest threat to the industry, and how can we effectively deal with it?

The biggest threat we see is in the area of technology. Modern technology has enabled distributors, their clients and suppliers to have easy access to sources of supply around the world. The constant challenge of giving added value is a job unto itself. Between e-mail invasions, offshore producers who look at the US as a country whose streets are paved with gold and companies who have emerged from the dark ages of communications to the high-tech world we now have, these threats to the stability of the industry are very real.


26. King Louie Inc. (asi/64860)

Kansas City, MO
Promotional Products Sales: $43.5 million
Workforce: 603
Years in Industry: 27
Privately Held
F Robert Palan, president
FF Gary Gray, vice president, sales

Founded in 1937, King Louie opened its doors to fill orders for armed forces uniforms. After the war, it began manufacturing sport shirts in the retail market for a variety of leisure activities. In the ’50s, King Louie responded to America’s hottest family pastime specializing in bowling apparel, supplying bowling shirts and accessories to leagues and lanes nationwide. As corporate and product identity boomed in the ’70s, King Louie entered the promotional products industry as a supplier and has continued to grow its apparel business in that market. In the beginning, basic T- shirts and sport shirts were the staples of the industry. King Louie introduced jackets to its sportswear line in the 1970s and has continued to find success in sports, corporate, utility, and fashion forward outerwear styles. The last decade has involved a concentrated focus on bringing upscale wearables to the promotional products industry. 

What do you consider the single biggest threat to the industry and how can we effectively deal with it?

Lack of consumer confidence has proven to be a huge threat as the econ-omy stumbles. Hopefully a short-term issue, it’s certainly easier for our customers to halt the utilization of promotional products than to say, eliminate an intricate media schedule. However we have to be vocal, educated and articulate about the value of promotional products and in our particular niche, how effective a piece of apparel can be as a vehicle for a corporate logo or message. Basic marketing concepts involving reach and frequency mandate the need for multiple mediums and a complete campaign to create brand awareness and positive relationships. Now more than ever, this is the message we need to scream at the top of our lungs.

27. Hazel Promotional Products (asi/60240)

Washington, MO
Promotional Product Sales: $42 million (E)
Workforce: 600+
Years in Industry: 44
Privately Held
F Quentin Hatfield, president
FF Sherri Schaefer, director of marketing
FF Gordon Blake, national sales manager

Founded in St. Louis in 1957 by the Hazel family, Hazel relocated to Washington, MO in 1961. It remains a leading manufacturer of leather and vinyl personal/business accessories, sports/leisure bags, marketing its products through distributors to companies of all sizes nationwide and internationally. In 2000, Hazel became a part of the Cardinal Brands, Inc., family of brands and companies. Hazel is a separately operating independent subsidiary specifically focused on the promotional products industry. 

What do you consider the single biggest threat to the industry and how can we effectively deal with it?

It’s our view that the largest threat is the drive on the part of end-users to reduce costs, consolidate suppliers and eliminate redundancy in the supply chain servicing their businesses. This drive on their part threatens the traditional supplier-distributor relationships and we have seen the entry of many nontraditional suppliers in the industry who sell direct and provide what is viewed as a better overall value to the end-user customer. The only way to combat the trend for change is for suppliers and distributors, with the help of our national organizations, to determine together how to lower overall costs of distribution and provide better value to the end-user without sacrificing margin in the process. For each to remain viable businesses, we must utilize technology to manage transactions and eliminate every unnecessary cost in our businesses to exceed the end-user customer’s expectations for quality, service and overall value.


28. Hilton Corporate Casuals (asi/60930)

Lincolnwood, IL
Promotional Product Sales: $40.7 million
Workforce: 478
Years in Industry: 46
Publicly Held
F Tim Cronin, president
FF Phil Crook, national sales manager

Hilton was founded in 1953. It began as a distributor of shirts and started manufacturing shirts in 1954 in Thomasville, AL. In 1974, it shifted gears and became a major manufacturer of sporting goods. At the beginning of the 1980s, Hilton was acquired by Simplex Manufacturing, which was later acquired by Anthony Industries, now K2 Industries Inc., a major manufacturer/marketer of branded sporting-goods products. In 1993, Hilton began the process of reengineering, reinventing and relaunching its product line, repositioning itself in the marketplace and achieving explosive growth. It now offers shirts, jackets, vests, fleecewear, warm-up suits, bags caps and golf wear, as well as in-house embroidery capabilities. 

What do you consider the single biggest threat to the industry and how can we effectively deal with it?

The recent loss of share value in NYSE and NADDAQ will cause corporations to re-think their promotional expenditures and there will be additional pressure on margins for all suppliers and distributors. Suppliers and distributors will have to develop strategic alliances in order to reduce redundant overhead and control costs.


29. Swiss Army Brands Inc. (asi/90414)

Shelton, CT
Promotional Products Sales: $40.5 million
Workforce: 210
Years in Industry: 23
Publicly Held
F Rick Taggart , President

Swiss Army was founded under the name R.H. Forschner in 1855 in Bristol, CT, as a manufacturer of butcher scales. In 1937, Forschner gained the rights to distribute Swiss-made Victorinox cutlery and pocketknives in the United States. In 1974, the firm came under its current management and secured the exclusive rights to all Victorinox products. In 1983, it went public, changing its name to Forschner Group Inc. and in 1996, changed its name again to Swiss Army Brands Inc. to better describe its offered lines. SAB acquired Xantia, a European watch manufacturer, in 2000. Its stock is traded on the NASDAQ system and the company remains the exclusive marketer of Victorinox Original Swiss Army Knives, Swiss Army Brand watches and sunglasses, Simmons binoculars and Cuisine de France Sabatier cutlery.

What do you consider the single biggest threat to the industry and how can we effectively deal with it?

Time management. Our date-sensitive industry makes time our most precious commodity. Managing the disparate channels involved in every transaction challenges all of our abilities to accommodate our role as a growing and vibrant ad medium – and doing so in a consistently shrinking time allowance. Everything is on Internet time, and yet the Internet, as one example, has not provided all of the solutions. As we become a larger part of corporate America’s budget, our hope is that the planning process will eventually accommodate our time sensitivity. But this is only a dream. For now we’ll continue to take steps to do everything on Internet time by rolling up our shirt sleeves and getting to work. 


30. Mail-Well Inc.

Englewood, CO
Promotional Products Sales: $40 million (E)
Workforce: Unknown
Years in Industry: 30
Publicly Held
F Alan Conway, CEO

Publicly traded since September 1995, the parent firm of promotional product supplier Discount Labels and Lancer Labels, Mail-Well Inc. is a leading consolidator in four segments of the printing industry: envelopes, commercial printing, labels and printing for distributors. Started by Gerald F. Mahoney in 1994 through the acquisition and merger of GP Envelope, Pavey Envelope and Tag Corp., Mail-Well acquired American Envelope, positioning it as the largest envelope printer in the country. In 1995, it acquired Supremex, the largest envelope company in Canada, and Graphic Arts Center, a major participant in the high impact color printing segment of the commercial printing industry. In 1996, further acquisitions boosted Mail-Well’s market share in the printing arena and Canadian envelope market. It also acquired a leading envelope company in the office products segment. During 1999, it expanded its commercial printing and label divisions by acquiring seven companies. Recently, Mail-Well successfully completed a tender offer for Porter Chadburn plc, a label manufacturing company based in Great Britain with more than 70% of its sales and the majority of its facilities in the U.S. During the same month, it acquired a Massachusetts-based label subsidiary of Ferguson International plc. 

What do you consider the single biggest threat to the industry and how can we effectively deal with it?

(Declined to respond) 


31. Barton-Nelson Inc. (asi/38670)

Kansas City, MO
Promotional Products Sales: $39.5 million
Workforce: 327
Years in Industry: 27
Privately Held
F J. Nelson II, chairman
FF Chuck Nelson, president, sales promotion division

A manufacturer of a diversified paper and vinyl products line, the firm began in 1961 as an ad agency and in 1974, switched over to promotional products. Barton Nelson offers stock and custom-shaped removable self-adhesive pads and cubes, repositionable paper products, write-on-wipe-off boards, advertising pads and desk pads and a variety of cubes and cubes in a box. It produces a line of vinyl products including pads, document holders, clip folders and ring binders. Primary printing methods include web press, silk-screening, hot-stamping, pad printing and other proprietary methods. It introduced paper products made from 15% consumer waste as well as custom-printed pads in vinyl folders. The three-generation, family-owned firm operates in a 106,000-square-foot facility in Kansas City; 70,000-square-feet in Nogales, Mexico; and 75,000-square-feet in Tegelen, Netherlands.

What do you consider the single biggest threat to the industry and how can we effectively deal with it?

The suppliers within our industry with outside sales forces that go direct.


32. Noteworthy Co. (asi/74360)

Amsterdam, NY
Promotional Product Sales: $35.5 million
Workforce: 403
Years in Industry: 47
Privately Held
F Carol L. Constantino, president
FF Blaine D. Wiltey, national sales manager

Noteworthy was founded in 1954 by the late Thomas B. Constantino. Its initial product offerings of car litter bags and tissue visor packs served as the growth mechanism for the company. Today, Noteworthy offers a full line of plastic & paper bags, desk and note pads, Halloween trick-or-treat bags, coloring books, litter bags and growth charts. In 1998, Noteworthy acquired the Filmkote line of presentation products and Crystal Awards USA, a provider of prestigious deep-etched crystal.

What do you consider the single biggest threat to the industry and how can we effectively deal with it?

In polling our sales force, one common comment appeared: Overseas purchasing. Many times on large production runs, we find that our costs at times do not meet those price-point buyers, even though our delivery does fall within the time span. Since many firms are going out to get competitive quotes, vendors would love to get the feedback on pricing and perhaps work effectively to close the deal and keep the business in the States and within our industry. Communication between suppliers and distributors to support each other and keep the business within the industry would be an effective way to deal with this.


33. Senator Pen Co. (asi/86390)
Greensboro, NC
Promotional Products Sales: $35.2 million
Workforce: 253
Years in Industry: 11
Privately Held
F John Delaney, president/CEO

Senator specializes in the distribution of German writing instruments in the US and Canada through distributors and OEM sales. Established in 1989 in Essex, CT, the company relocated to Greensboro, NC, in 1991. The German parent company, Senator-Germany/dba Merz & Krell, was founded in 1920 and sells writing instruments in 80 countries worldwide, maintaining a 60% share in the German writing instrument market. Senator currently produces writing instruments domestically using German technology.

What do you consider the single biggest threat to the industry and how can we effectively deal with it?

This is posed by the potential breakdown in the traditional purchasing structure created during the past decades. Bargain-hunting distributors and end-user buyers have recently been lured more and more to a “price-only” mentality. All of a sudden everyone wants to be an importer. Unfortunately, it’s not that easy. Deals go bad. Promises are broken. The risk is potentially declining quality and service as an industry. What’s bad for the industry is bad for good companies, too. The industry has long attempted to shed a “trinkets and trash” reputation to be replaced with one of marketing professionalism. The result in the past decade has been an influx of bright young professionals into the industry. That’s good. However, “bad” buying can shift the tide. Distributors should focus on “branding” their services and maintaining their stature with quality products. Distributors hold the cards as to whether they want to make it a price-only industry. Quality endures long after the price is forgotten. 


34. Sun Manufacturing Co. (asi/90141)

Miami, FL
Promotional Products Sales: $35 million
Workforce: 358
Years in Industry: 21
Privately Held
FBill Rosen, President
FF Leon Rudolph, National Sales Manager

Founded in 1980 by Jeff Kramer, Sun was the innovator of three-day express production and has extended that service throughout its product line of over 270 items. Sun offers writing instruments, stress balls, drinking containers and various other injection and blow-molded plastic items. Imprint methods offered include heat transfer, hot stamping, pad printing, silk screening, computerized laser engraving and embroidery. Sun is also the exclusive supplier of Rubbermaid promotional products to the industry. Following a recent expansion, Sun now encompasses more than 210,000-square-feet of production, office and storage in a unified, custom designed facility. 

What do you consider the single biggest threat to the industry and how can we effectively deal with it? 

It’s based more on perception than actuality. There’s a fear the Internet will upset the long-standing partnership between suppliers and distributors. While there may be easier access for an end-user to evaluate distributors, this is, and will remain, an industry of relationships. Rather than viewing the growth of Net use as a potential for other distributors to access their clients, or for suppliers to market directly to end-users, the perception should be that this, like any other medium, is another means to set oneself apart, another way for distributors to reflect an enhanced presence and professionalism. Top suppliers won’t take advantage of Web sites to direct-market, but will use them to strengthen the relationship with the distributor by providing an added sales and customer service tool. In the very near future, a distributor will be able to take an end-user to a supplier site and create a virtual spec sample. By logging in to a separate secure site invisible to the end-user, the distributor will have access to even more customer-service features than he’s accustomed to receiving currently by phone or fax. The true value of a distributor lies in the added value brought to the table – advice, personal attention, assistance, professionalism and knowledge. He can advise end-users on the different uses of promotional items in various marketing programs and which suppliers’ products meet those needs. He’s familiar with the available products as well as which suppliers offer the highest quality, fastest production and reliability. Most importantly, he knows the difference between items that may appear similar on-line but vary greatly when actually handled. Regardless of how large or experienced an end-user is, the distributor is in a superior position to locate the right supplier and product. No supplier can accomplish all of these services without totally restructuring and becoming a different entity. Reputable suppliers won’t use Internet contact to become retailers.


35. Ennis Business Forms Inc. (asi/52493)

DeSoto, TX
Promotional Products Sales: $34 million
Workforce: 2,400
Years in Industry: 92
Publicly Held 
F Keith Walters, CEO
FF Ken Overstreet, president, promotional products group

Ennis acquired the Adams McClure companies in November 1999. Today, the companies have joined with two additional Ennis Locations: Admore in Macomb, MI (presentation products); and Wolfe City, TX (flexographic printing, ad specialties and adhesive notepads) to form the promotional solutions group. Together, the elements of this group possess more than 250 years of industry experience in production of a wide range of marketing materials, which will enable Ennis to continue to grow and prosper in the 
marketplace.

What do you consider the single biggest threat to the industry and how can we effectively deal with it?

We believe it’s saturation in the marketplace. To effectively deal with it, a company must align itself with the right partners.


36. Plasticad Line (asi/78690)

Boston, MA
Promotional Products Sales: $31 million
Workforce: 200
Years in Industry: 64
Privately Held
F Stuart Blank, president

Plasticad, aka/Arthur Blank & Co., is a major producer of private label plastic cards. Founded in 1934, it was one of the first to introduce printed plastics in the United States. It is a full-service card manufacturer offering multiple color printing of debit, loyalty, phone, gift and membership cards.

What do you consider the single biggest threat to the industry and how can we effectively deal with it?

The Internet, while being a fantastic tool, is also blurring the lines between the dealer, end-user and manufacturer. End-users now have many more outlets from which to buy, including on-line buying and bid services.


37. Admanco, Inc. (asi/32360)

Ripon, WI
Promotional Products Sales: $30.5 million
Workforce: 440
Years in Industry: 79
Privately Held
F Cris Bumby, president/CEO
FF Gregg Chatterson, director of marketing
FF Steve Zickert, director of sales

Admanco was founded in 1922 and began making carpenter aprons, ladies dust caps, potholders and grocer’s aprons. Today, it’s a leading domestic manufacturer of tote bags, barrel bags, golf and beach towels, amenity kits, business accessories, aprons and custom cloth items. Admanco also imports higher-end bags and offers full custom import services. It continues to be recognized as a leader in customer service as evidenced by nine consecutive Supplier Star and Award of Merit awards. 

What do you consider the single biggest threat to the industry, and how can we effectively deal with it?

The low barrier to entry into the industry for new suppliers and the lack of education they have before being allowed to exhibit at shows. A little competition’s good for all of us to open our eyes and re-invent ourselves from time to time, but to add suppliers for the sake of simply having more isn’t how to go. We’d venture to guess that many of these new companies have a difficult time meeting the service needs of the distributor. I think it’s the responsibility of ASI and PPAI to thoroughly educate new supplier 
members and have a probationary period in which they are monitored closely on their activities and to maintain some sort of minimum standard to maintain their subscribership or membership.


38. Lanco Corp. (asi/66224)

Hauppage, NY
Promotional Products Sales: $30 million
Workforce: 320
Years in Industry: 11
Privately Held
F Brian Landow, president/CEO

Lanco has been in business 15 years, working in the hospitality market (Disney World, Disneyland, Hyatt, Marriott, Wyndham, Sheratons, Princess), consumer retail market (Macy’s, Neiman-Marcus, Target, Bloomingdales) and promotional markets. 

What do you consider the single biggest threat to the industry, and how can we effectively deal with it?

The talk of a possible recession is a threat, as companies are bracing for a downhill trend in the economy and are cutting their expenses. It’s important for providers in this industry to educate end-users of the benefits of using promotional products as an integral component in moving ahead in a slowing economy. Enhancing the company’s image and keeping its name before the public in a receding economic environment is most important with aggressive marketing using promotional products.


39. Uniflex Inc. (asi/92480)

Hicksville, NY
Promotional Products Sales: $29 million
Workforce: 430
Years in Industry: 38
Privately Held
F Herbert Barry, chairman/CEO
FF Hy Brownstein, vice president, marketing

Founded in 1963, Uniflex designs, manufactures and markets customized plastic and paper promotional bags, nonwoven bags, packaging and plastic products. Originally a maker of plastic laundry bags, the firm soon realized the potential in promotional products and entered the field. Uniflex’s primary manufacturing facilities in NY, NM and overseas plants produce a wide array of plastic and paper bags. Uniflex was the first to introduce the handle bag and drawstring plastic bag to the industry. Through its distributor base, it produces bags for over 80% of Fortune 500 companies. Headquartered in Hicksville, the firm also maintains sales offices in IL and FL. Uniflex continues to diversify its line, aggressively seeking to enhance its presence in the marketplace using state-of-the-art technologies and product development. 

What do you consider the single biggest threat to the industry, and how can we effectively deal with it?

Using e-technology to replace person-to-person communication. There are tremendous benefits to be gained in e-business, but not at the expense of personal interaction. Too often, we take the relationship end of the business for granted. We must continue to take advantage of new technologies, while maintaining a consistently high level of personal interaction.


40. Gold Bond Inc. 

Hixson, TN
Promotional Products Sales: $28.4 million
Workforce: 256
Years in Industry: 55
Privately Held
Don Godsey, president
F Lisa Newell, national sales manager

Gold Bond is a supplier of pencils, pens, yardsticks, rulers, plastics, drinkware, stress items, golf balls and accessories.

What do you consider the single biggest threat to the industry, and how can we effectively deal with it?

(Declined to respond)