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CLOSE UP
OME SAY IT’S BAD LUCK TO open an umbrella
indoors, but Richard Stromberg, CAS, has seen
nothing but good luck in the umbrella business
since he first exhibited at Chicago’s Conrad
Hilton Hotel in the 1960s. “There were about
150 supplier firms exhibiting, and perhaps 500 distributors
in attendance,” he recalls.
After initial stints at industry stalwarts Hazel and
Forward Industries, Stromberg ventured out on his own
to start manufacturing and selling Stromberg Brand
(UPIC: 1ASTRMBG) umbrellas through his Hudson Valley
Umbrella Co. Now, more than 50 years later, he contin-
ues to keep the rain off customers’ heads—and brands
on their minds—with domestically manufactured and
imported umbrellas. Stromberg has been a lifelong sup-
porter of PPAI and an active participant, including com-
mittee service for the Association and earning his CAS
designation in the 1970s.
Today Stromberg lives with his wife, Helen, in
Katonah, New York. They have four daughters—Debby,
Marla, Jan and Jennifer—and in his downtime he enjoys
playing piano, gardening, playing poker and traveling.
Jen Alexander is an associate editor at
PPB
.
What was your first job, and what lessons did you learn?
I began working at age 16 as a waiter in a boys’ camp, then I
began working summers at a pawn shop in New York City.
The lessons I learned included: “The only thing that is con-
stant in life is change” and “hard work pays off.” Once I got
into my own business, it was, “You’re never alone,” meaning
that even though you think your client is not bidding out a job,
they probably are. So … caveat vendor!
What advice would you give an industry newcomer?
Know everything you possibly can about a prospective cus-
tomer before you call on them and do not try to sell to giant
companies—at first. Learn the business by calling on small- to
mid-sized companies. Remember, companies this size can
make you very successful, and they tend to be far more loyal
and profitable than the giant firms.
Who do you consider to be your personal and/or professional
mentors, and why?
I consider my personal mentors to be my father and mother,
and also my wife and daughters. My business mentors are the
late Glen Holt, a PPAI Hall of Fame member and an industry
legend; Bob Lederer, the chairman of Prime Resources Corp.;
and the late Gene Eherenfeldt, who was the ultimate multi-
line rep and industry consultant.
What motivates you?
In business, the need to be creative and innovative; also, pro-
ducing complex projects that others have said can’t be done.
Last, assisting umbrella firms outside the U.S. in building
state-of-the-art umbrella factories.
What promotional products do you wish you had invented?
Stress balls, backpacks and lanyards.
What professional accomplishment are you most proud of?
Building what is, I believe, the best umbrella marketing and
manufacturing team in the U.S. and assisting in designing two
of the most efficient umbrella factories in Europe; one in the
UK and one in Italy.
If you were to write a book about your life, what would the
title be?
Either
Carpe Diem—Never Give Up
or
Where There’s Life,
There’s Hope.
78 •
PPB
• DECEMBER 2014
CONNECT
Under The Umbrella
Richard Stromberg, CAS
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