5 Ways to Create the Perfect Partnership Between Contract Decorators and Distributors
The best partnerships don’t just happen. Here’s what contract decorators want every distributor to know to get faster turnarounds, fewer headaches, and better results.
At Fast Track Products, owner Liz Hennings and her team handle a large annual uniform order for a longtime distributor client. Last year, Hennings proposed a new approach: Instead of the distributor managing the entire order, they would drop-ship the product directly to Fast Track, and Hennings’ team would verify and process the items as they arrived.
“It’s a complex order — more than 500 scrub tops need to be personalized with employee names and individually bagged, along with bottoms for 100 employees that must be shipped to two separate locations,” Hennings explains.
After taking over receiving and fulfillment, Hennings and her team worked through a few minor hiccups and streamlined the process. “Our distributor client said she experienced way fewer issues compared to handling the bagging and shipping herself,” Hennings says. “She was more than happy to pay us to do all that work instead of spending a week sorting and shipping the orders.”
It’s a clear example of how contract decorators can offer major value to their distributor partners — not just in decoration, but also in logistics and fulfillment, by working together as partners. We spoke with experienced decorators to learn five key ways they foster more productive partnerships with distributors.
Tip No. 1: Choose the Right Distributor Partner.
The best, long-lasting relationships for contract decorators start with finding distributor partners who are as committed to forging a mutually beneficial relationship.
- A distributor who sees the relationship as a two-way street of giving and receiving feedback to improve the end-customer experience. “The strongest partnerships are built on trust, communication, and a shared commitment to delivering exceptional service,” says Zach Ellsworth, senior vice president of Connected Manufacturing at Stahls’ Decorating Fulfillment Center. “We look for partners invested in collaboration beyond the transaction and who align with our goal of making decoration a seamless, scalable part of their offering.”
- A distributor who stays current with the industry. “The best relationships are built with clients who regularly read trade publications, attend shows and seminars, and stay engaged with the latest materials, decoration techniques, and trends,” says Pete Bolsoni, president of Same Day Tees. “These partners collaborate with us more effectively and often bring fresh ideas and insights. It’s energizing to work with a distributor who shares our passion for quality and innovation. When we’re both learning and evolving, we can deliver truly exceptional results to end customers.”
- A distributor who understands the order fulfillment process. This includes receiving proof approvals from their customers before reaching out to the contract decorator.“These are steps in the sales process that are the distributor’s responsibility,” says Colette Wilhelm, owner of Contract Impressions. “Yet all too often, they ask us to return blank goods to suppliers or to change artwork after our production approval was sent to the end customer, and that customer has since decided to change the artwork or garments being produced completely. On the other hand, distributors who get approval before sending the PO to us normally have their order completed and shipped faster than distributors who send our production approvals to customers to get an approval.”
- A distributor who is organized and communicates well. “If a distributor sends over all the info we need upfront — art, garment details, where the logo’s going, when it’s due — that makes everything easier,” says Paulina Madrigal, vice president of operations at Hightech Grafix. “The best partners treat us like part of their team, not ‘just a print shop.’ They know a job isn’t just about placing an order — it’s about working together to get it done right and on time.”
When you’re talking with a new distributor customer, take the time to explain how a good, profitable partnership works and what you expect each side to bring to the table.
Tip No. 2: Communicate Early and Often.
The biggest challenges during the order lifecycle often arise due to poor communication. “With so many details involved in custom decoration — timelines, materials, artwork, and delivery — we prioritize clear, proactive conversations from the start,” Ellsworth says.
Delays equal lost time and dollars. One of the biggest communication challenges Bolsoni faces is the lag in response times and the lack of clear expectations between distributors and their customers. “Our business model often involves tight delivery schedules, which makes it essential for customers to respond promptly to quotes, order confirmations, and proofs,” he says. “Delays at any stage can compromise our ability to meet deadlines and maintain high service levels.”
Wilhelm has noticed that the biggest communication breakdown occurs when distributors fail to read her shop’s terms and conditions. “These explain everything you need to do business with us, including how we handle rush orders, what constitutes a rush, how to correctly price based on color or stitch count, and what our standard turn time is,” she says. Unfortunately, “many distributors don’t read it, so we spend a lot of time answering emails for price checks and questions regarding rush fees or turn times.”
After working with clients who consistently didn’t fill out their job details forms completely or changed details once production was in process, Hennings informed them that she’d no longer be able to fulfill their orders if they didn’t. “Then, one client started sending me complete mockups of every product he was having done on the order, and it made my life easier,” she says. “In return, I began doing the same for other distributors — sending mockups before starting their orders. It’s made a huge difference!”
Madrigal has faced this issue as well. “The most common problem is not getting all the info we need when the order comes in,” she says. “Sometimes we’ll get a PO with no art file or no thread colors listed. That slows things down and leads to a lot of back-and-forth. Another issue is approvals being delayed or not passed along from the end-user,” she says.
To remedy these types of issues, Ellsworth’s team avoids assumptions. “We take the time to walk through decorating options in a way that’s approachable and helpful, regardless of a distributor’s technical experience,” he says. “We also work closely to identify key milestones early, so that we're aligned when items arrive and what’s needed to stay on schedule.”
Ultimately, contract decorators believe that most of these problems can be avoided if the distributor double-checks everything before sending the order.
“Most of our partnerships are very successful,” Wilhelm says. “This is because we communicate clearly from the first order exactly what we need from the distributor to complete their orders efficiently. As long as they provide all of the information and understand the turn time, we ensure that every order is perfect.”
Tip No. 3: Address Common Pricing Concerns.
Bolsoni has a published price list for all printing and decorating services, listing standard production, three-day rush, and same-day rush options. “We’ve built transparency into our pricing with a published list and clear rush options,” he says. “This helps our customers understand costs upfront and make informed decisions quickly — something that’s especially important in time-sensitive situations.”
However, where confusion can still arise, Bolsoni says, is with special materials or garments that require extra handling, such as 100% polyester shirts, heavy-duty Carhartt-style jackets, or other non-standard items. “These often involve additional charges due to their unique decoration requirements,” he says.
To avoid these surprises or delays, Bolsoni encourages distributors to discuss special orders like these in advance. “Proactive communication ensures that any potential price adjustments get addressed early in the quoting process, keeping everything clear and on track,” he says. “The more details you provide up front, the faster and more accurately we can respond.”
At Contract Impressions, Wilhelm eliminated most setup fees, location charges, and fabric change fees. “We believe that simple pricing streamlines the workflow and makes it easier for our clients to order,” she says. “Once a distributor has our price sheet, they can quote any screen-printing job on the fly. For embroidery stitch count requests, we respond within one hour to provide an accurate quote. The more responsive we are to our clients, the more responsive they can be to their customers, which leads to more orders and better outcomes for everyone.”
Similarly, at Hightech Graphix, the team uses set pricing charts for embroidery, screen printing, and direct-to-film (DTF) transfers so they can turn quotes around within an hour. “If someone needs a rush quote or a change at the last minute, we’re honest about what’s possible and if there are extra costs,” Madrigal says. “If a change affects production time or setup, we explain what’s involved and give a new quote. We’d rather be upfront than surprise a distributor later.”
Wilhelm also notes that distributors need to understand that they pay for setup time and materials, as well as the cost of taking down the setup. “Setting up a screen-printing order will take 10 minutes per color, and setup alone could take over an hour,” she says. “In some limited cases, this is a worthwhile option, but generally, you should already know that it meets client expectations before the order is submitted.”
Finally, Hennings always asks for sample artwork, even for quick quotes. “I tell them pricing can change depending on the final artwork, and build in a cushion,” she says.
Tip No. 4: Educate Distributors (Without Doing Their Job).
For decorating garments, there’s rarely just one solution. “There are often multiple ways to achieve a customer’s vision, whether that’s through different decoration methods, garment types, or production schedules,” says Bolsoni, who believes it’s a contract decorator’s job to educate the distributor on the best options based on the project goals, materials, and deadlines — and then it’s the distributor’s role to set the right expectations with their customer.
“Over-promising on delivery timelines or assuming a certain method will work without confirming details can lead to delays, unexpected costs, or subpar results,” Bolsoni says. “The best outcomes happen when we collaborate early, weigh the options, and make informed decisions together.”
Since Hennings works with distributors, printers, screen printers, upholstery shops, and graphic designers, she spends a little more time upfront to gather all the necessary information during the quoting process before proceeding to production and billing. She makes it a point to inform them about what’s feasible or if another imprinting process would work better.
“Rather than turning away work, I give them options based on their artwork to present to their customers so they learn more, look better, and can sell more,” Hennings says. “Working with decorating partners takes constant communication — and it is a relationship that takes constant and consistent work — where it makes sense to get approvals in writing since you’re not in contact with the end-customer.”
Madrigal agrees that it’s important to educate distributors when it makes sense. “If they understand the basics — like how long embroidery takes, what affects screen setups, or how stitch counts change pricing — they’ll have better conversations with their customers and make better decisions,” she says. “We’re always happy to explain things and help out.”
Tip No. 5: Support a Smooth Production Flow.
Video Credit: Same Day Tees
For Madrigal, one of the biggest production frustrations is when a distributor promises their customer something that’s not realistic, such as next-day embroidery or switching the logo size or location, after her team at Hightech Grafix has already started production and expects it won’t affect the timing or cost. “That puts pressure on us to pull off something that might not even be possible,” she says.
Similarly, Bolsoni believes that meeting tight deadlines is a team effort and relies on timely responses from distributors to keep everything on track, especially when it comes to order details, artwork, and proof approvals, product shortages or substitutions, and confirmation of decoration methods.
“If we don’t receive the necessary information or approvals in time, your timeline may be impacted,” Bolsoni says. “To avoid delays, distributors should have a team member available to respond promptly during active projects. A quick response helps us help them, ensuring smooth production and on-time delivery.”
“A quick email or phone call at the start of the project — sharing what you need, when you need it, and what kind of garment you’re working with — goes a long way,” Bolsoni adds.
Here are the most common bottleneck areas in production:
1.When distributors request multiple approvals or split setups, it disrupts the production flow and raises costs. “Contract decoration is entirely about being efficient and maximizing staff time to offer reduced pricing,” Wilhelm says. “Every aspect of contract decoration is designed for maximum production in the shortest amount of time. Setup is time spent not producing. It’s impractical and expensive for our staff to take all the steps required to set up an order multiple times.”
2. Distributors should provide all order details upfront, including decoration methods and personalization information. “Have a complete list of the apparel and the decorating process used for each product and color changes,” Hennings says. “Provide a size sheet with names if the items are getting personalized at the beginning of the order.”
Wilhelm’s production approval includes the exact dimensions of the imprint, the location of the imprint, and all PMS or thread colors used in the imprint. “The proof doesn’t show the exact print placement on every garment size or style, but it does clearly show the exact PMS or thread colors we’ll be using,” she says.
3.Distributors should only request production samples when technically necessary. “While a pre-production sample may be required for top brands to ensure that PMS colors are exact, in most orders this isn’t required and should never be done to ensure the end user customer ‘likes it,’” Wilhelm says.
4. Asking for partial production when blanks arrive late misunderstands how decorators operate — it becomes a new order with new pricing. “All goods produced at one time are one order,” Wilhelm says. “If more goods need to be produced with the same information at a later point, that is a re-order and subject to new pricing.”
5.Turn time doesn’t start when the distributor sends the PO — it begins when the goods and production approval gets received. “Understanding that any turn time can’t begin until goods are delivered and production approval is received is a huge part of avoiding both rush fees and late deliveries,” she says. “The distributor has all the power and control in this area.”
‘Good Decoration Is a Team Effort.’
Great contract decoration doesn’t happen in a vacuum — it takes teamwork, communication, and mutual respect. Distributors and decorators who treat each other like true partners, stay on top of the details, and stay aligned from the start are the ones who win.
Hightech Graphix handled one order where a distributor needed 2,000 polos embroidered for a rebranding event — on a super tight deadline. The distributor sent Madrigal’s team everything right away: clean PO, final art, thread colors, and sorted packing lists. “Their client approved the sew-out within a few hours, and we worked some overtime to make it happen,” she says. “The job went so smoothly because they were on top of it and kept in touch the whole time. We were all on the same page, and they treated us like a partner. That’s what made it work.”
As Madrigal put it best: “Good decoration is a team effort. We’re here to help, but we work best when it’s a true partnership.”