Over the course of just a few years, Stahls’ (asi/88984) has transformed its reputation from being “the letters-and-numbers people” to an international powerhouse with a unified brand strategy to serve clients in more than 100 countries worldwide, leading the conversation on print-on-demand (POD) and other buzzworthy decoration technology.

The brains behind that tectonic shift? None other than CEO Carleen Gray, who took over the top spot at the St. Clair Shores, MI-based company in 2018 after more than two decades rising through the ranks of Stahls’ marketing team.

“Carleen is a true visionary,” says Martin Borley, executive managing director of Stahls’ U.K. and Europe. “Her ability to see the bigger picture while still managing the fine details of our global strategy is unparalleled. She’s been instrumental in unifying our international efforts and aligning them with a modern, forward-thinking approach that reflects both innovation and respect for our heritage.”

Stahls’ was founded in 1932, developing innovations at the time like a die-punch system to cut felt numbers for sports uniforms more efficiently than hand-cutting. In the ensuing decades, the company – which was named Counselor’s Supplier Family Business of the Year in 2019 – would continue to expand both in scope, offering an array of heat printing equipment and supplies, and geographically.

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Caption: Carleen Gray, CEO of Stahls’ (asi/88984) and Counselor’s 2025 International Person of the Year, joins ASI Media’s Promo Insiders to discuss her company’s international efforts and why she’s so bullish on Print on Demand.

Indeed, Stahls’ has long had a presence across Europe and in Australia, Gray says, but prior to May 2023, those operations were set up to be a completely separate entity from North America. To truly compete on the global stage, however, the traditional model needed an overhaul. “Whether it’s B2B or direct-to-consumer, the customer sees the brand as a whole,” says Gray, who has appeared seven times on Counselor’s Power 50 list of the most influential people in promo. “They expect to purchase the same products and receive the same services, regardless of location.”

She adds: “I understand there are regional differences, but the most important thing we’ve done is present our brands exactly as they are here in North America. In Europe, we weren’t previously seen as market leaders – but we came on loud, created new relationships, walked the talk and delivered value.”

Her efforts have garnered industry recognition. “Carleen has assembled a remarkable team of people across the globe transforming the decoration business,” says Ira Neaman, president and executive chairman of Counselor Top 40 supplier Vantage Apparel (asi/93390) and a member of the Counselor Power 50. “She’s a believer in growing the market, and this is to the industry’s benefit.”

In addition to unifying the Stahls’ brand, Gray has spurred company growth through deep investment in technology. In October 2023, Stahls’ acquired Fulfill Engine, a software company that specializes in order fulfillment, supply chain management and e-commerce store integration. By June 2024, Stahls’ had officially launched the Fulfill Engine platform as an all-in-one print shop solution made for any decoration method that’s designed to streamline POD and bulk fulfillment for distributors and apparel decorators. “Fulfill Engine is a huge part of our global strategy,” Gray says. “Just as businesses in North America feel the pressure of inexpensive Asian imports, so do companies in Europe. We knew it was critical to give them the ability to run a profitable POD business at scale.”

“In Europe, we weren’t previously seen as market leaders – but we came on loud, created new relationships, walked the talk and delivered value.” Carleen Gray, Stahls’ (asi/88984)

Both inside and outside of Stahls’, Gray is dedicated to fostering a sense of global community. Her involvement with the Global Executive Network Women’s Leadership Committee contributed to a significant increase in female attendance at last fall’s international promo and print conference in Vienna.

And earlier this year, Stahls’ launched the inaugural Print on Demand Conference in Chandler, AZ. The event brought together about 150 global movers and shakers from the converging worlds of print, promo, apparel decoration and e-commerce to discuss challenges, trends and opportunities in the space. Neaman, who was in attendance, held the event up as another example of Gray’s exceptional leadership and torch-bearing for industry excellence.

For Gray, launching a new conference devoted to POD just made sense as a way to cement Stahls’ newfound reputation on the international stage.

“We want to be thought leaders on POD and keep our tech evolving,” she says. “Keeping our finger on the pulse is the way to do it.”