PPB December 2018

FIVE MINUTES WITH Jeff Blauer President, ShedRain ShedRain, a Portland, Oregan-based supplier known for its high-quality umbrella designs, will make sure you’ll weather the storm—comfortably and fashionably, that is. But now, so will IMAGEN Brands, as a new partnership announced in October established the company as the sole provider of ShedRain products to the promotional products industry. Jeff Blauer, president of ShedRain, fills PPB in about the strategy behind this new partnership. PPB: What was ShedRain’s strategy behind this move? Blauer: Two-fold: First, the industry as we all know it is changing. A lot of consolidation is giving one-stop suppliers more power and reach. Although our promotional products business has healthy growth, we see the future with a powerful print and sales machine, like IMAGEN Brands— broader reach, faster service and a central print/distribution point closer to our customers. Second, our retail division is exploding with opportunities and this move gives us more time and resources to concentrate on innovation and development to feed our retail customers as well as our new partners at IMAGEN Brands. PPB: In what ways was this decision a difficult one? What variables were considered? Blauer: ShedRain has been in the promotional products business since the 1970s (our founding was in 1947). We have built an enviable reputation over the years, many close customer relationships and a rep force that is like family. We knew that this decision would affect these things, so it was extremely difficult. We even went down the road of almost opening an East Coast printing facility to keep up with the demand for fast 24-hour printing and shipping and being closer to our customers. We did not want to lose what we had. It’s really hard to shut down something that you have become so good at for so long. It was a long, arduous effort to come to a conclusion of about where the industry was going and where we fit in for the future. PPB: How does this partnership impact ShedRain employees? Management? Customers? Blauer: ShedRain has always treated its employees like family. We have great longevity with so many of our associates. It’s something that makes us very proud. The fact is that changing our model to exclude the promotional products printing business means there are associates who will be affected. Thankfully, our retail business is in need of people, so we are able to offer most of these associates a new position. Our promotional products customers will be affected in a positive way—the excitement for customers who want ShedRain is that they will be able to get the same ShedRain- branded styles and quality from IMAGEN Brands, but much faster and closer to where they do business. PPB: What can we expect to see from ShedRain in the future? Blauer: We pride ourselves in our history, innovation, development and fashion leadership. Our retail distribution is a testimonial of who we are: Nordstrom, Bloomingdale’s, Dillard’s, Macy’s, Target, Kroger, Bed Bath & Beyond, Costco and Whole Foods, just to name a few. We are the only umbrella brand in the promotional products industry with a significant retail presence. Our retailers rely on our leadership in innovation and fashion, and we are able to bring those consumer-preferred styles to the promotional products industry. Expect to continue to see the latest technological advances in umbrellas and weather- related products. Just AddWater Jeff Blauer discusses the strategies at work in partnering with IMAGEN Brands. 76 | DECEMBER 2018 | THINK