Ten years after she was appointed president and CEO of APISource (asi/147450), a sign still hangs on Cindy Brown’s door that reads: “I refuse to participate in the recession.” The sign went up in the midst of the 2008 financial crisis, giving Brown motivation to help API weather the storm.

Yet even as the Maryland-based distributor survived the rough stretch, Brown realized API had to make changes. “We’d hit a wall – we kept hitting the same revenue marks,” she says.

So API brought in outside consultants to examine its business and form a strategic plan. The advice: instead of haphazardly saying ‘yes’ to every request, focus on one segment of the business at a time, and build added services from there. “It was a little bit of a slap in the face because it wasn’t what we were used to doing,” Brown says.

Taking the criticism to heart, Brown and API first concentrated on its screen-printing and embroidery business. “We did a lot of R&D, hired digitizers and managers, and looked for ways to be more creative in this space,” Brown says.

Next, API went through a rebranding, with a goal of planned evolution. “Each year, we pick an area to focus on and improve,” Brown says. For example, API has made 2018 its Information Technology Year. “One of the biggest requests we get from our clients is for stronger and more robust fulfillment and e-commerce solutions,” says Brown. “We’re overhauling our software systems and upgrading our technology and automation.” In addition, the company is considering making an acquisition of a small tech firm, and will have its own programmers on staff, she notes.

Next year will be API’s Facilities Year, when the company will combine its two locations into one larger site, says Brown.

So far, API’s rebranding efforts have proved quite fruitful, and could be a model for other distributors to follow. “When we started focusing financially and strategically, our revenues jumped each year. In 2009, our sales roared back by 40%, followed by average annual gains of 15%-25% since then,” says Brown. In 2017, API again recorded a 40% revenue surge over the prior year.

“You can never rest on your laurels – remembering what got you here won’t get your there,” Brown says.