COVID-19 Updates
Messages From Norm Hullinger:
To the alphabroder/Prime Line Family -
It is my greatest hope, first and foremost, that this message finds you and your loved ones safe
and healthy. Please, take advantage of all measures to stay protected and care for your family.
Your safety has been at the forefront of all of the decisions being made at
alphabroder/Prime Line.
The roots of alphabroder/Prime Line go back a hundred years to the founding of Broder Bros.,
Co. in 1919 by Max & Louis Broder. My tenure with alphabroder/Prime Line, and with this
amazing industry, has been nearly 20 years. During that time, we have always prided ourselves
on being a Company that puts people first: our Team members and Customers have always
been our highest priorities.
The Promotional Products industry has been hit extremely hard by this current crisis as
numerous venues where our products are used have closed or curtailed activities.
Unfortunately, alphabroder/Prime Line is no exception as our revenue has precipitously
declined and the trend is continuing. We have operations in many of the locations where state
and local governments have implemented travel and business restrictions. We are following
those directives where applicable.
When taking into consideration both the physical well-being of our associates, the current
economic environment across the country, and our own substantial decline in revenues, we
have come to the heart-breaking realization that we will need to initiate lay-offs, furloughs and
salary adjustments. These challenges will be felt across the team at alphabroder, and all
departments will be impacted. The alphabroder/Prime Line Management Team is taking
meaningful pay cuts to help work through this situation, and I am forgoing my salary until we
work our way through this crisis. We have also been forced to temporarily close several
distribution centers. An internal team has been put together to help any impacted associates.
The difficult reality is that we face some very tough decisions to ensure the health of our
associates while simultaneously ensuring the long-term health of our business. We need to be
in a position to re-employ our associates and serve our Customers when we make it to the other
side of this historic challenge.
We are hopeful that this current situation abates quickly, and that our alphabroder/Prime Line
Team as well as the entire Promotional Products community comes through this extraordinary
event with their health and well-being intact. I do have incredible faith in our Team here at
alphabroder/Prime Line, and in the Industry in general. I look forward to continuing our long
and fruitful relationships as we take our Company and Industry to new heights following these
difficult days.
Norm Hullinger