When Jeffrey Nanus bought AAA Umbrella in 1992, the firm operated in a cramped space on the ninth floor of an undesirable building in New York City’s Garment District, employing 13 people and producing less than $1 million in promotional products sales annually.
Thirty years later, the company, which became AAA Innovations (asi/30023), has a new modern facility in Orangeburg, NY, more than 100 employees and over $40 million in annual revenue.
“It feels,” Nanus told ASI Media, “like it’s all been a dream.”
Great as it’s been, Nanus believes it’s time to bring his promo career to an end. He has decided to retire as president of AAA Innovations. The decision comes nearly five months after Sign-Zone, the parent company of Counselor Top 40 supplier Showdown Displays (asi/87188), acquired AAA.
“It has been a long and winding road,” said Nanus. “I just felt it was time for a new voice to lead the company. With Sign-Zone, I know AAA Innovations is in great hands, and the future is bright.”
John Bruellman, CEO of Sign-Zone and a member of Counselor’s Power 50 list of promo’s most influential people, made clear that Nanus’ departure was Nanus’ choice and not something forced.
“I have all the respect in the world for Jeff Nanus,” Bruellman told ASI Media. “He built this company virtually from scratch. It’s our job to be good caretakers of the business and to help it to continue to prosper. I’ve promised Jeff we’ll continue to fully support AAA Innovations and its people.”
Distributors shouldn’t experience a change in their interactions with AAA Innovations, Bruellman said. Post-acquisition, the firm’s factory operations have been integrated, the brand will retain its own identity and the sales team will continue apace, with account relationships staying the same.
Nanus’ direct reports will now report to Bruellman for the time being. An immediate successor to Nanus has not yet been named.
“A departure makes a difference, and we will miss Jeff, but the idea is to continue what AAA Innovations has been doing to provide consistency for the team and our customers,” said Bruellman.
‘How Lucky Was I?’
Nanus told ASI Media that one of the things he’s most proud of is steering AAA Innovations toward a more sustainable future. “We were the first to introduce a complete line of products that are made from certified recycled materials that do not cost more,” said Nanus. “We proved it can be done.”
During the COVID-19 pandemic, Nanus became a respected industry voice on the supply chain crisis, utilizing his expertise to help keep promo informed on global sourcing developments.
Still, Nanus is quick to knock down notions that AAA’s accomplishments are a result of one person’s work.
“I am so grateful for the support, dedication and hard work of our talented team, along with the many distributor friends I have made along the way,” Nanus said. “I have learned so much from so many people. I feel so lucky to have worked alongside so many talented and inspiring people at AAA.”
Nanus doesn’t quite know what the future holds. For now, he’s planning on spending more time with loved ones and improving his tennis game. The people of AAA Innovations will always be with him, he said.
“This was originally planned to be a family business,” Nanus shared. “But over time, I lost my brother Mike, who was my best friend, and both of my parents. Many of my co-workers at AAA became like family and made every day a good day. How lucky was I?”
