Leed's makes name for itself in promotional products
The Durahyde zippered writing portfolio is the biggest seller.
Leed's also moves plenty of pocket "jotters," or notebooks, and tote bags, plus hundreds of other items that are custom-marked with company names and logos.
The fast-growing Upper Burrell company's products usually end up as giveaways at trade shows and business meetings. Customers who get a gift -- especially one emblazoned with the name of the giver -- will remember that giver's name for as long as six months, some research has shown.
Leed's is the fourth-largest among about 3,000 suppliers in the $17.6 billion promotional products industry and has fine-tuned its ability to fill orders quickly.
"The magic is dealing with a lot of details, because every order is a customized order," President David Nicholson said. "You have to interpret information in a short period of time."
Leed's headquarters, production and warehouse facilities are on about 7 acres in the Westmoreland Business and Research Park in Upper Burrell and Washington Township, Westmoreland County. The company can process as many as 1,000 custom orders in a day, with an average turnaround of three to five days.
Accessories can be decorated in seven different ways. The company offers stamping, multicolor printing, laser imprints, silk screening and embroidery. Insulated drink mugs were added to the product line this year, and watches will be offered starting next year.
And that Durahyde writing portfolio is a favorite because it's useful in meetings and conferences, said Michael Rosenbaum, Leed's regional sales manager.
"It has a high perceived value. There's meetings everywhere, every day of the week," he said.
Rosenbaum works with about 2,200 customers in a territory that spans Western Pennsylvania, West Virginia, Ohio, Kentucky and Michigan.
Leed's keeps a relatively low profile, but added some pizazz this year through a strategic partnership with Pittsburgh pop artist Burton Morris.
Morris, known for bold shapes and vibrant colors, designed a series of awards and recognition gifts specifically for Leed's.
His designs are prime draws for Victor Mogell, owner of Proforma Makay Print & Promotions in Cherry Hill, N.J., and a 10-year customer of Leed's.
"When I want to recognize employees, I look at Burton Morris," said Mogell, who also does business with automotive companies and finds the checkered flag and racing cars in Morris' "Vroom" award design particularly appealing.
Leed's sales have grown from about $123.2 million in 2003 to $165.4 million last year, and Nicholson is expecting a 30 percent growth rate this year. Main competitors include BIC Graphic USA, based in Clearwater, Fla., and 3M Promotional Markets in St. Paul, Minn.
Nicholson said Leed's soon will hire 200 manufacturing and customer service workers, to add to its current staff of 935.
"We're in a growth mode, and we're trying to catch up," said Nicholson, 35, who has been president since July 2003.
Leed's has undergone several changes in its name and product line since Bruce Weiner and Tom Bernstein started Leed's Leather Products in 1986.
Another change came in June when Investcorp, a Bahrain-based investment group, purchased Global Promo Group, parent company of Leed's. Investcorp merged Leed's with Polyconcept, a Netherlands-based promotional products company that Investcorp acquired in April. Leed's now is the North American division of Polyconcept.
In 2002, Leed's launched its SureShip program, guaranteeing a one-day turnaround on orders from placement to shipping, versus the industry standard of two weeks, said Sharon Willochell, chief operating officer of Leed's.
One fan of SureShip is customer Mike Selby, president of Pinnacle Promotions of Lanham, Md., a distributor of promotional products.
"We've used it about 30 times already," he said. "When I have a presentation I tell customers, 'Here's a catalog with about 500 products we can turn around in 24 hours.' Their jaws drop to the floor."
Additional Information:
Leed's
Founded: 1986, when Bruce Weiner and Tom Bernstein started Leed's Leather Products.
Headquarters: Westmoreland Business and Research Park, Upper Burrell and Washington Township, Westmoreland County.
President: David Nicholson.
Operations: Headquarters, production and warehouse operations in Westmoreland County; also, an office in China.
Employees: 935 local, 47 in China.
Products/services: Supplier of promotional and gift products.
Sales: $165.4 million in 2004.
