In the promotional products industry, seamless fulfillment is key to happy clients and a smooth operation. While distributors are the face of the process for end-users, the suppliers play a massive, often unseen, role in making it all happen. In the latest episode of the Promo Perspectives by SAGE podcast, the final installment of our series on fulfillment, we pulled back the curtain on the supplier side with a major player: S&S Activewear, now combined with AlphaBroder.
SAGE Senior Marketing Coordinator Gabe Gotay and Distributor Sales Team Lead Patrick Harvot sat down with Nick Marconi, Inside Sales Account Executive at S&S, to discuss their extensive operations, valuable programs, and advice for distributors and decorators.
A Glimpse into a “House of Brands”
Nick shared fascinating details about S&S Activewear/AlphaBroder’s scale. Operating as a “house of brands,” they offer an incredible depth of product with over 130 brands, ranging from basics like Gildan and Jerzees to retail favorites like Bella + Canvas and Next Level, and even premium brands like Adidas, Columbia, and Oakley. With the AlphaBroder acquisition, they’ve added even more, including Under Armour and popular private brands like Team 365 and North End. They’re even stepping into manufacturing themselves with their new All Pro Sportswear brand!
Managing this vast inventory requires incredible logistics. Nick highlighted their network of 15 warehouses across the U.S., a critical backbone that ensures 1-2 day delivery to 46 states. As Gabe and Patrick discussed, this level of logistical capability is what allows distributors to effectively serve clients nationwide, much like how Amazon functions as a logistics powerhouse.
Unlocking Benefits: The Contract Decorator Network (CDN)
A major focus of the conversation was S&S Activewear/AlphaBroder’s Contract Decorator Network (CDN) program. Similar to other successful industry programs, CDN connects distributors with a network of over 300 decorators specializing in contract work.
The standout benefit for distributors? Free freight on orders under $200 when shipping directly to a CDN decorator. This is a game-changer for smaller orders or sending blanks for decoration, significantly reducing costs and streamlining the process. Nick explained how this program allows more businesses – the distributor, the decorator, and the supplier – to profit from the same project. It also empowers distributors to expand their reach and work with clients in different regions by leveraging decorators closer to the end-user, saving time and shipping costs.
For decorators listening, Nick outlined the general qualifications to potentially join the CDN, including volume, focus on contract work, variety of decoration equipment, facility size, and location. He encouraged interested decorators to reach out to their S&S sales rep or customer service team. (Keep an eye out for a new CDN and embellishment page launching on the S&S website in May!)
The Power of Samples and Offering Variety
Nick also offered valuable advice for distributors. He stressed the importance of offering a broad variety of products to add value for end-users and increase order size. However, for specific projects like corporate or team stores, he recommends focusing the selection to make the ordering process easier for clients.
A critical tip Nick shared, and one that Patrick reinforced, is the importance of utilizing supplier sample programs. S&S Activewear/AlphaBroder offers discounts on samples of their exclusive and owned brands, and sales reps have quarterly budgets for samples. Getting samples into your client’s hands allows them to feel and see the product quality firsthand, ensuring they’re happy with their choice, reducing the likelihood of returns, and positioning you as a knowledgeable expert. As Patrick noted, dealing with returns is a fulfillment headache that’s best avoided through proactive steps like providing samples upfront.
Looking Ahead
This episode wrapped up a valuable series on fulfillment. But don’t worry, Promo Perspectives will be back with a new focus! The next series will shift to marketing strategies, covering social media, video production, and other digital tactics. And yes, Patrick hinted at a potential return for a future series on decoration methods!