Prime Line’s Shulman Stepping Down

Top 40 supplier Prime Line (asi/79530) has announced that Paula Shulman will step down from her role as vice president of sales at the end of 2017, and will continue with the company as a consultant. The move comes just days after the formal announcement of alphabroder’s (asi/34063) acquisition of Prime Line, which will now effectively become alphabroder’s hard goods division.

“It’s been a difficult decision for me but one that is right at this time,” said Shulman. “With the merger of alphabroder behind us, now is the right time to transition. I know that my team is in great hands with our sales leadership and I feel confident that the company and employees will continue to prosper now that we are with alphabroder. Jeff Lederer and I have had ongoing conversations over the last six months about my long-term plan and he has been very supportive throughout this process.”

Shulman was one of the first executive managers to join Prime in 1982, and worked her way up the ranks as customer service manager, director of marketing and national sales manager before becoming VP of sales, a position she has held for the last decade. 

“Paula has been a consistent face of our company for the last 35 years and is much loved and respected in the industry,” said Lederer. “She has contributed in so many ways to help build Prime into what it is today. Paula is and will always be a cherished member of Prime and the Lederer families.” 

In 2008, Shulman was named Counselor’s Supplier Woman of Distinction, and was named multiple times as a member of Counselor’s Power 50 list. From 2011-2012, she was president of the Specialty Advertising Association of Greater New York (SAAGNY). She was also a board trustee for the Promotional Products Education Foundation, and is currently president of Premier Group, an alliance of suppliers and distributors in North America.

“I am incredibly proud to have been a part of the growth and success of Prime throughout all these years,” Shulman wrote in an email to colleagues. “I have been able to work with so many amazing people as well. I look forward to what the future holds for me, and remain committed to supporting all of you and Prime in this process.” 

Prime Line ranks 11th on Counselor’s most recent list of the largest suppliers in the industry, with $116.8 million in North American promotional products sales. Philadelphia-based alphabroder ranks first, with $1.14 billion in revenue.