14 West, a branded merchandise and apparel firm that recently expanded into the trade show exhibit and retail displays manufacturing business headquartered in Waukesha, WI, announced the appointment of Michael Snyder as its new vice president of sales. Snyder brings extensive knowledge and experience in custom apparel design and sourcing to the 14 West team.
Snyder has more than 40 years of apparel experience, beginning his craft in his four-generation, family-owned clothing store, Snyder’s Fine Clothes in Oconomowoc, WI, established in 1884. Snyder was trained extensively in fabric development, garment design, and tailoring, and his extensive experience has taken him through every facet of the apparel business, spanning retail, promotional, as well as developing large uniform programs. He was most recently the vice president of sales for EdwardsX custom apparel (previously Bishop Custom Apparel), and prior to this, was the vice president of Trimark Apparel, the award-winning apparel division of PCNA.
Snyder is thrilled to now move back to the Oconomowoc, WI, area and to join the 14 West team after years of extensive travel, designing and sourcing apparel for the largest corporations and organizations in the world. He will expand upon the 14 West track record of designing and sourcing apparel for various retail brand names, with a specific emphasis on expanding USA-made garments moving into 2024.
“I have been one layer removed from actually making the sale directly my entire career, I am thrilled to come out from behind the curtain so to speak and work directly with companies and organizations backed by a world class organization such as 14 West,” Snyder says. “While my expertise is in apparel, I am thrilled to expand my horizons into areas such as bags, technology, writing instruments, and of course stressing our in-house Wisconsin-based manufacturing of trade show exhibits and retail displays.”
As vice president of sales, Snyder will be responsible for spearheading 14 West’s growth efforts across all business categories, of course with apparel leading the charge.
“Michael’s apparel design and sourcing experience, combined with our high-profile client list, is game-changing,” said 14 West CEO Kevin Scharnek. “The innovation combined with cost savings that we will be presenting to our clients is hard for our competition to compete with. “As we have grown from a distributor to a manufacturer, it was important to expand our leadership team with someone that has experience in both as well.”
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