Norm Hullinger, formerly CEO of Top 40 firm alphabroder (asi/34063), has been promoted to president of BELLA+CANVAS (asi/39590), a Beverly Hills, CA-headquartered supplier of fashion-forward apparel basics.

Hullinger had been serving as the chief operating officer of BELLA+CANVAS since the spring of 2021. He takes over the president’s position from Chris Blakeslee, who is becoming president and CEO of Athleta, a Gap Inc.-owned women’s activewear and lifestyle brand.

“I’m extremely excited to build on the success we’ve already had here at BELLA+CANVAS,” Hullinger told ASI Media. “We believe great things are ahead.”

Norman Hullinger, BELLA+CANVAS.

Blakeslee, who is a member of Counselor’s Power 50 list of the promotional product industry’s most influential people, had been with BELLA+CANVAS for nearly six years.

Danny Harris and Marco DeGeorge, co-CEOs and co-founders of BELLA+CANVAS, believe Hullinger is the ideal leader for the business.

“As we embark on this exciting new chapter with Hullinger as our president, we are confident that BELLA+CANVAS will continue to innovate, grow, and exceed expectations,” said Harris. “Hullinger’s leadership and strategic direction will undoubtedly lead toward new achievements and strengthen our position as an industry leader.”

‘Tremendous Growth and Progress’

Hullinger has an extensive background in operational leadership in industries that include apparel, retail and technology. He entered the promotional products space in 2003 as chief operating officer with Broder Bros., which would evolve into alphabroder, in 2003. In 2012, he became CEO. Just two years later, Hullinger’s deft work earned him the 2014 Counselor Person of the Year award. He was a high-ranking member of the Power 50 during his time with alphabroder.

Hullinger has had a significant positive impact on BELLA+CANVAS since joining the brand two years ago, executives said.

“Under his guidance, we have witnessed tremendous growth and progress, with expanded sewing operations in Central America and the establishment of three cutting-edge distribution facilities,” the company said in a statement. “Hullinger’s relentless pursuit of operational excellence has been instrumental in enhancing our capabilities and ensuring that we meet the ever-evolving needs of our valued customers.”

With an eye on enhancing efficiencies and solving the problem of labor shortages that have plagued firms across industries in recent years, Hullinger spearheaded implementing autonomous mobile robots into the operations of BELLA+CANVAS. The bots work in conjunction with human employees in two of the supplier’s distribution centers.

“Hullinger brings more than two decades of industry experience to his new role, which, combined with his two years as chief operating officer of BELLA+CANVAS, has provided him with invaluable insights into every aspect of our business,” a company statement read. “His comprehensive understanding of the apparel industry and passion for our brand make him the ideal candidate to take on this significant leadership role.”

Chris Blakeslee, Athleta.

Blakeslee Joins Athleta

Blakeslee officially starts on Aug. 7 as CEO and president of Athleta – a reportedly $1.5 billion women’s apparel brand that’s a certified B Corporation.

Blakeslee, who holds an MBA from Johns Hopkins University’s Carey Business School, has a background in apparel and the industrial manufacturing and distribution industries. Overall, he spent about 12 years in promo, having also worked in senior positions at alphabroder back when it was still Broder Bros.

He became president of BELLA+CANVAS and its sister company – retail line Alo Yoga – in 2017. Under his leadership, Alo Yoga reportedly grew to more than $1 billion in sales in 2022, nearly doubling year-over-year growth. He also led BELLA+CANVAS into the retail space, offering customers direct access to product both online and in stores.

“A true brand champion, Chris is known for driving results in high-growth businesses through the blend of creativity and operational rigor," said Bob Martin, executive chairman and interim CEO of Gap Inc. "Chris is a strong, decisive leader and proven business driver across multiple industries, including active apparel and wellness – one of the fastest and most aspirational retail sectors – making him well suited to guide Athleta.”

Blakeslee told ASI Media that he loved his time at BELLA+CANVAS and Alo Yoga, saying that he’s deeply grateful to Harris and DeGeorge and the rest of the team.

“I’m making the move to Athleta,” Blakeslee told ASI Media, “because it’s a once-in-a-career opportunity to lead an iconic brand into the future. The company is at an exciting inflection point.”