Topshelf Printers is proving that today’s decorators can grow beyond apparel. By adding promotional products, company stores, and fulfillment, the Colorado shop has become a trusted branded merch partner for its customers.

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Since 2010, Topshelf Printers has completed over 8,500 printing jobs, printed over 8 million shirts, and provided printing solutions to over 4,200 clients. Those are some serious numbers if we’re thinking about impressions, and that’s what the shop is all about — creating lasting impressions.  

Being a trusted partner for its clients’ custom apparel and branded product needs, it has a passion for quality, innovation, and customer satisfaction that has helped businesses across the Centennial State.  

The Colorado-based shop checks all the boxes when it comes to apparel decoration methods — screen printing, embroidery, heat-applied graphics, direct-to-garment (DTG), and laser engraving. Beyond decoration, it offers promotional products, creative design services, company stores, on-demand Shopify integrations, and 3PL fulfillment services.  

For anyone looking to launch a brand, they know a thing or two about what it takes.  

A Vision for Growth 

Blake Burroughs, chief sales officer and co-founder, says growth was always part of the vision, but how that would happen or where it would take the shop wasn’t always clear.  

“As the industry evolved and our customers’ needs changed, we looked for opportunities that made sense to bring in-house,” Burroughs says about the shop’s expansion into promo and its other services beyond screen printing and embroidery. “Our philosophy has always been that the more we can do under one roof, the more control we have over quality, production, turnaround times, and ultimately the customer experience. Every new service we’ve added, from promotional products and company stores to Shopify integrations and fulfillment, came from listening to our customers and recognizing where the industry was heading.” 

Some shops decide to stay in one lane. Topshelf chose to take the road alongside its customers and build a business that could support their needs in a comprehensive way.

“One of the biggest shifts we’ve seen over the past five to 10 years is the emphasis on quality,” Burroughs shares. “I don’t think customer expectations have changed as much as their mindset around branding has. Companies are putting much more thought into how they represent themselves, and that’s where we come in.

“Years ago, the conversation was about getting the highest quantity at the lowest price,” he continues. “Today, it’s almost the opposite. Customers are willing to invest in fewer, higher-quality products because they want people to actually wear them, use them, and keep them. That’s why promotional products have become such an important part of the conversation. It’s no longer just about putting a logo on something. It’s about creating products people genuinely want to use.” 

Becoming a Branded Merch Partner 

What does being a branded merch partner look like in practice? It’s the evolution of being a simple order taker to being a problem solver, listener, and advocate. A good branded merch partner — or print partner of any kind — should act as an extension of their client’s team.  

“At our core, we’ll always be an apparel decorator, and that’s where our roots are,” Burroughs says. “But over the years, we’ve seen our role evolve because our customers have asked us to do more. They aren’t just looking for someone to print a shirt anymore. They’re looking for a partner who can help them build and manage their brand.” 

Today, managing a brand spans everything from the printed Ts and hoodies we all know and love to high-value promotional products solutions that align with goals and audiences, and the platforms where those items live online. And brands are looking to find the partner who can manage it all rather than having different contacts — their T-shirt guy, their promo gal, and the person managing the company store.  

“More and more, we’re seeing customers want one trusted partner and one point of contact to manage their branded merchandise,” Burroughs explains. “Company stores have been a big part of that because they help ensure employees, franchisees, and different locations are ordering approved products with the correct logos and branding. It creates consistency across the organization while making the ordering process much easier.” 

It also gives the client and their employees more options to easily shop rather than just saying, “Everyone gets a company T-shirt. What size are you?” 

The strongest branding programs combine apparel with promotional products, according to Blake Burroughs, chief sales officer, Topshelf Printers. | Credit: Topshelf Printers

To that point, Burroughs says, “Some employees may want apparel, while others may prefer promotional products, and an online store allows them to choose what best fits their needs while still staying within the company’s branding guidelines. We’ve also found that the strongest branding programs combine apparel with promotional products. Pairing a branded polo with a matching water bottle, backpack, or other hard good creates a more complete brand experience and reinforces the brand in multiple ways.” 

Intentional Investment 

With so many capabilities under one roof, from apparel decoration to promo, fulfillment, and online stores, knowing where to invest next can seem like a challenge, but Burroughs and his team lean on customer and industry insight to guide their decisions.  

“It’s a combination of customer demand and where we see both our business and the industry heading,” he shares. “We always want to stay on the forefront of technology, equipment, and solutions that help us better serve our customers. At the same time, we’re intentional about where we invest. We don’t chase every new opportunity. We focus on capabilities that complement what we already do well and create more value for our existing customers.” 

That intentional investment opens doors for clients who might’ve come to Topshelf for just a T-shirt order, and then discover there’s so much more to explore. 

“At our core, we’re printers first, and apparel is still where most customer relationships begin,” he says. “As those relationships grow and customers see the quality of our work and the service we provide, it naturally opens the door to conversations about promotional products, company stores, and other branded merchandise. Those services become an extension of the partnership rather than the starting point.” 

And just as Topshelf aims to build partnerships with its clients, it also leans on partners to ensure it can provide the best service possible.  

“The relationships we’ve built throughout the industry have been a huge part of our success,” Burroughs says, noting trusted vendors like SanMar and S&S, as well as promotional products associations, for helping the shop stay connected to the latest products and trends.  

“On the production side, partners like Kornit, M&R, Tajima, STAHLS’, and Fulfill Engine continue to push the industry forward with new technology and automation,” he notes. “We’re fortunate to work with companies that are constantly innovating, allowing us to evolve alongside them and better serve our customers.” 

It’s those partnerships with clients and industry vendors that help Topshelf bring brands to life through custom merch – whether it’s something they’re designing for a corporate client or printing products for on-demand Shopify brands.  

As customer expectations continue to evolve, Burroughs sees the apparel/promotional products story as a strong one for those who can offer their customer a complete solution.  

Credit: Topshelf Printers

“If you’re already helping a customer with apparel, promotional products are a natural extension of that conversation, and vice versa,” he explains. “The more well-rounded your offering is, the better you can serve your customers and help them build a stronger brand.” 

Topshelf Printers takes “partner” to heart in every sense of the word, living up to its name.  

“Anyone who knows me knows it isn’t always easy for me to reach the top shelf,” Burroughs says. “But the name has always meant something bigger than that. To us, Topshelf represents striving to be the best in our industry, continuing to evolve, and growing alongside our customers and industry partners. The truth is, living up to the name isn’t something we accomplish every single day. It’s something we strive for every single day, and that’s the standard that continues to push our company forward.”