Family Business of the Year: Phil and Eric Rubin, Blue Generation
By Joan Chaykin

Matt Rubin, at the tender age of 12, is already showing an interest in his family’s apparel business. The questions come from him fast and furious. Most days, he wants an update on the company’s operations from his father, Eric Rubin, president of Blue Generation (asi/40653). “Daddy, how many shirts did we sell today?” Matt often asks, probably taking mental notes about how the day’s sales compare to the previous day, week and month.

Yes, they start them early at the company that was created by Matt’s great-grandfather 65 years ago.

Milton Rubin came to New York from Russia and eventually landed in the apparel business as a wholesaler. In 1944, Milton and his three sons, Donald, Bob and Philip, founded M. Rubin & Sons, supplying uniforms mainly to the military. The locations of the business varied. “At one time we were in Manhattan on lower Broadway,” Eric says. “Then we were in SoHo – before it became famous – and we also had a showroom on the 30th floor of the Empire State Building.”

Eric’s father, CEO Phil Rubin, adds, “When business was bad, it was a long jump.”

The company evolved and manufactured uniforms for police and airlines in addition to the military, as well as hunting and boating apparel, ski and tennis wear and leather outerwear. In 1995, the Rubins, who for years supplied major retailers like JC Penney, Sears, Federated Stores and Walmart, got a request for decorated denim shirts, and this is when M. Rubin & Sons had its metamorphosis. “I credit Eric for the idea and name of Blue Generation,” Phil says. “Over the years, we moved out of retail and put all our efforts and resources into the promotional products business. We currently have items in 47 colors, in sizes up to 10XL.”

Phil and Eric gradually took full control of the company, acquiring all shares from Don and Bob. It was all cordial and the brothers remained close to the business. “There was never any bickering or fighting,” Phil says. “A lot of this had to do with the guiding light of my oldest brother Don – he knew how to keep us in line.” Eric adds that he still consults with his Uncle Don on business matters.

Today the company is located in Long Island City and has steadily grown its revenues to more than $50 million – making it the 29th largest supplier in the ad specialty market. The company has experienced growth specifically in global sourcing, customer service and especially women’s wear. “Presently it accounts for 35% of our business,” Eric says. “Some of our ladies garments outperform our men’s styles by a large margin. We appeal to a wide market – hotels, restaurants, corporate – we go everywhere from the mail room to the executive head office.”

As for a fourth generation of family in the business, Eric is optimistic his son will one day take over. “When I was a kid, my father took me on a buying trip to Hong Kong and it really opened my eyes to the world and this industry,” he says. “I hope to have the same opportunity with my son, and he’s already showing a lot of enthusiasm. He’s in the bull pen.” – JC