The largest supplier in the North American promotional products industry has a new vice president of sales.

Steve Cuthbert, whose career in the outdoor textile industry spans 25 years, has stepped into the C-suite role at SanMar (asi/84863). Most recently, he was vice president of sales for The North Face, the popular outdoors apparel, accessories and gear brand.

Cuthbert is taking over from Dan Tushar, who is retiring at the end of 2021.

Steve Cuthbert, SanMar

“My experience working with Steve has been that he puts partnerships and relationships first, has a very optimistic outlook, and has a track record of success that aligns with SanMar’s culture,” said SanMar President Jeremy Lott, a member of Counselor’s Power 50 list of promo’s most influential people. “We welcome his thoughtful perspective and know he will confidently lead our sales team during this pivotal time.”

Cuthbert spent eight years at The North Face. During his time there, he bolstered its worldwide brand and forged strong relationships with suppliers and retailers, according to SanMar executives.

Before joining The North Face, the Philadelphia native was director of sales at Polartec, a premium provider of textile solutions. While at Polartec, Cuthbert first connected with SanMar. The promo supplier left a lasting positive impression.

“There aren’t many times when you can do something different with a company that you admire,” said Cuthbert, who studied textile engineering at Philadelphia University and earned his master’s degree in textile technology at the Institute of Textile Technology. “I am so excited for this opportunity – to be a part of such a strong team and to be the best resource possible to continue the success they have had.”

Cuthbert’s responsibilities will include providing strategic guidance that shapes how SanMar will evolve and prosper in the years to come.

“I am honored to join a team that leads with its values and invests intentionally in relationships,” he shared. “SanMar’s north star is ‘Be nice and tell the truth’ – a guiding principle I can get behind on day one.”

Tushar joined SanMar in 1997, having honed his skills at Reebok and Champion. He’s been instrumental to SanMar’s growth over the years.

“Dan energizes our sales force,” reads a SanMar bio on the long-serving executive. “Dan says he’s stayed at SanMar for so long because our staff members really do live out the collective call to be nice. His efforts have helped propel SanMar to a leadership position in the marketplace.”

With 2020 North American promotional product revenue of $2.3 billion, SanMar ranked first on Counselor’s most recent list of the largest suppliers in the industry.