February 02, 2018
Retrospective: Industry Veteran Barb Wells Is Retiring
It was relationships that drew long-time promo executive Barb Wells into the promotional products business. And now, as the well-known industry leader and former Counselor Distributor Woman of Distinction calls it a day on a successful career, it’s the relationships that she remembers and cherishes most. “I have been lucky to have had so many great friendships over the years in this industry,” Wells told Counselor. “There are some unbelievable, talented people that I have been able to call friends. That’s what has made the job great.”
Such were Wells’ reflections as she entered the end of her nearly 25-year-career in promotional products. Friday was her last day on the job as Director of Marketing and Creative Services for Staples Promotional Products (asi/120601), the largest distributor by revenue in the industry. “After such a long-time, it’s certainly sad, but I’m excited about all the things I have in front of me,” said Wells, who cited family, travel and her daughter’s forthcoming marriage as anticipated highlights of her newly found free time.
While the team at Staples is sad to see Wells go, they naturally wish her the best. “Barb has been a tremendous leader and contributor to the Staples Promotional Products organization over the past 24-plus years,” Rich Witaszak, vice president and general manager of the industry-leading distributorship, told Counselor. “She has been instrumental in helping to lead growth and changes in the industry and our organization. She was a mentor to me as I learned the business, and has mentored other associates as they developed their careers.”
For sure, Wells has earned her retirement. She began her career in the retail business as an intern at Lee Jeans, but soon earned her way into being the company’s youngest ever vice president. Her executive roles at Lee included spearheading women’s wear merchandising, which she helped grow to more than $400 million and over 40% market share.
Still, after 17 years in the retail business, Wells discovered a new opportunity thanks to friends who were working at Swingster, a firm that would grow into a full-service promotional products distributorship and later change its name to American Identity. “We would design custom products for our own proprietary line as well as for major customers,” Wells recalls of her early days in branded merchandise. “I loved the creativity, the design element that came with figuring out ways to meet clients’ needs. I loved presenting branded solutions to clients.”
In the 2007, Staples acquired American Identity. Under the new corporate umbrella, Wells continued to excel in her career, which included everything from playing a prominent role in executing the integration with Staples to starting the global sourcing business, heading up merchandising and procurement, leading client onboarding with e-stores, and overall marketing. In 2013, Wells’ outstanding performance earned her the honor of Counselor’s Distributor Woman of Distinction for the year. “I’m proud,” said Wells, “to have been a part of a company that has led the industry.”
Of course, that industry has changed a lot over the decades, with new technology in particular yielding incredible new opportunity and presenting disruption to traditional business models. In such a marketplace, Wells encourages the next generation of promo pros not to fear the future, but rather to embrace its potential, adapt and thrive. “There are a lot of great opportunities,” Wells told Counselor, “for promotional products to grow and be a vital component of the marketing mix.”
Indeed, wise words from someone who knows what she is talking about.