American Solutions for Business (ASB, asi/120075), the eighth largest distributor in the North American promotional products industry, has named Bori Ly to the role of regional vice president of strategic operations.

In the position, Ly will lead sales and business development initiatives, providing guidance and support to ASB sales associates and their customers as it pertains to large national account programs, e-commerce solutions and inventory management programs.

Bori Ly, American Solutions for Business

“We’re so excited to have Bori join our team,” said Amy Spychalla, ASB’s vice president of strategic operations support. “With his industry knowledge and strong people skills, Bori will be a solid addition to our team, working with sales associates across the country to develop and present creative solutions to grow their business.”

Prior to joining ASB, Ly served as national sales manager for Top 40 promo products supplier HPG (asi/61966), where he spent nearly five years.

In his role at HPG, Ly managed national accounts through face-to-face meetings, and promoted strong relationship-building through regional and national trade shows, ASB said. He also achieved sales goals by hiring and training employees, while coaching them to develop their selling skills and maintain adequate sales pipelines.

“I’ve always admired the professionalism and family atmosphere of ASB,” Ly said. “I’m excited about the potential to grow and collaborate with the best sales professionals.”

With reported 2020 North American promo product revenue of $238.3 million, American Solutions For Business ranked eighth on Counselor’s most recent list of the largest distributors in the industry. Headquartered in Glenwood, MN, ASB was founded in 1981.