Apparel supplier Burnside/Sierra Pacific (asi/87224) is entering a new era. The company announced it has relaunched its website to accept direct orders and has hired several multi-line reps to help represent the company in the promo industry.

The changes come as Burnside and Counselor Top 40 supplier S&S Activewear (asi/84358) ended their distribution agreement of over 20 years at the end of 2025.

“This is a transformative experience for us to learn and become better at what we do in creating products for the promotional market and working closer with customers,” said David Finkelman, president of Burnside/Sierra Pacific, which was named the Counselor Family Business of the Year in 2023. “We are now one degree closer to the distributor, and we’re able to work directly with them and learn what they want. We can become a better company because we can now get true customer feedback.”

The Burnside website now features custom log-ins and pricing as well as live inventory, with the information seamlessly feeding into the company’s ERP system.

In addition, the supplier has added multi-line reps or rep groups – “senior sales professionals,” said Finkelman – to service distributors in territories across the U.S. The company’s representation includes:

• McGovern Marketing Group – Kurt McGovern and Kyle McGovern (Eastern-Midwest)
• S2 Marketing Group – Steve Rater and Steve Seifert (South)
• Dave Mattson (Northeast)
• Witte Marketing Group – Mike Witte, Mark Witte and Jack Witte (Midwest)
• Walter Brzyski (Mid-Atlantic)
• Christian Brown (Pacific Northwest)
• Todd Turkquand (Southern California)
• Mark Fulwilder (Northern California)

Burnside has similarly expanded its customer service team to support a significantly larger distributor base than it previously served.

Several regional wholesalers will continue to carry Burnside/Sierra Pacific apparel. “We are working closer with our regional wholesaler network,” said Finkelman, “as they are the best equipped to absorb the immediate needs for our products in their regions.”

Previously, Burnside/Sierra Pacific was sold through S&S Activewear, but the companies’ two-decade-plus distribution agreement concluded last year.

“We’re just very proud of what we built and what we did with [S&S Activewear] over that period of time,” Finkelman said, “because I think it really allowed the market to see new and invented products both from us and other vendors.” He added that S&S was instrumental in the launch of Burnside over a decade ago.

Finkelman says the changes have been energizing for both him and the company. “I’m very excited about what comes next – just to do new and exciting things,” he said. “We are eager about the future and the opportunities lying in front of us.”