STERLING HEIGHTS – When Chris Lawson was approached 18 months ago to become the chief executive officer of STAHLS’, he admits he knew nothing about the world’s leading international manufacturer, distributor and direct supplier of garment decoration equipment started in a Warren garage in 1932.
He’s the former chief financial officer for Ross Roy Communications, another Detroit startup that morphed into booking some $700 million in business before it was sold in 1995. He grabbed his golden parachute and retired at the ripe old age of 45. Later he dabbled in what he described as his family business.
In early 2014, a friend introduced Lawson to Ted Stahl, the Executive Chairman of STAHLS’, who was looking to turn the reins of his family-owned business over to a seasoned pro. After three meetings, Lawson agreed to take the job.
On Nov. 17, STAHLS’ celebrated the grand opening of its new world headquarters in Sterling Heights. Previously the company had been based in St. Clair Shores. STAHLS’ manages 25 companies in nine countries in North America, Latin America, Asia and Europe. Collectively these companies generate around $500 million a year. Many were acquired, Lawson said. STAHLS’ worldwide headcount has grown to about 1,800.
“Consumers may never have heard of STAHLS’, but they probably have something in their T-shirt drawer that was made by a product we make,” he said.
STAHLS’ has licenses to produce replica jerseys for all four U.S. professional sports leagues, including Major League Baseball, the National Hockey League, National Football League and National Basketball Association, Lawson said, as well as high performance brands like Nike, Champion and Adidas.
During the annual NFL draft, for instance, STAHLS’ works backstage to print the name and number of the college football players drafted on his new pro team’s jersey. Lawson said the process takes about two minutes.
STAHLS’ equipment isn’t limited to sporting goods. It also is used to heat-press logos and lettering on hoodies, sweatshirt, and hats sold at major online printing companies, including Vista Print and Café Press, Lawson said.
“You get your first jersey at 10 years old. You get it done at mom and pop sports shop. STAHLS sells the retailer the material and equipment to heat press your name and number on your soccer uniform. We also provide the materials and equipment for bigger orders, like with Dick’s Sporting Goods, which then decorates and produces the garments for the team.
So what’s going on at probably the biggest Detroit-area technology company you’ve never heard of? The company’s Mission Statement sums it up: To inspire budding entrepreneurs and support local economic growth by providing retailers with the tools and resources they need to start, run and grow any garment imprint or personalization business for customization of performance wear, team uniforms and more.
For more on STAHLS’ click on, www.STAHLS.com
