BEL Promo (asi/39552) has a new director.

Rick French, BEL Promo (asi/39552)

The Medley, FL-based supplier has appointed industry veteran Rick French to lead business development and supplier relations.

“BEL Promo has built a compelling offering for distributors, with simplified pricing, the lowest minimums in the industry and a broad assortment backed by excellent service,” said French. “I’m excited to join this team and help more distributors discover what BEL Promo can do for their business.”

French may be a familiar name to many in the industry. He brings more than 20 years of experience in promo and most recently served as senior manager of sales at Arch Promo Group (asi/36663), where he led portfolio-wide growth strategy across seven promotional product suppliers. Before that, he was the vice president of sales at SEDDI.

French also spent more than two decades at Counselor Top 40 supplier PCNA (asi/66887), where he held several roles, including regional sales director, a position he had for more than a decade.

In his new role at BEL, French will lead business development efforts, expand BEL Promo’s distributor partnerships and strengthen the supplier relationships that support the company’s continued growth. French will report directly to BEL USA CEO Diego Abril.

“Rick is a respected leader in our industry with a deep understanding of what distributors need from their supplier partners,” said Abril. “His experience building lasting relationships and driving growth with top distributor accounts is exactly what we want as we continue to expand the BEL Promo advantage. We are thrilled to welcome him to the team.”

Founded in 2005, BEL Promo is a division of BEL USA LLC and a Counselor 2026 Best Place to Work.