#36 Yuhling Lu

Ariel Premium Supply (asi/36730) – CEO/Co-Owner

2024 Rank: #38

Industry Experience: 32 years

Previous Appearances on Counselor Power 50: 2

Yuhling Lu says that 2025 was a roller coaster, but the CEO of Counselor Top 40 supplier Ariel Premium Supply (asi/36730) says the company has kept its footing. “Managing this landscape has been a dominant focus of our business for much of the year, and has taken a lot of energy,” she says.

Lu says that Ariel was subject to the same uncertainty as others, with changing regulations, tariffs and pricing, but the company was able to expand its supply chain reach beyond China to less-affected countries in addition to supporting its domestic production.

“Our vendors there were great partners with their flexibility and foresight,” Lu says. “Also, our customer service and sales team worked hard on the front lines to make sure we kept open communications with distributors in the absence of clear information.”

Just as Lu moves up two spots on this year’s Counselor Power 50 list, she also has Ariel on an upward trajectory. Last year the supplier increased sales nearly 12%, which Lu attributes to a sizeable expansion of the company’s product lineup.

“Our goal is to continue our commitment to new products, even in the face of continuing tariff pressures,” she says. “New ideas are a big part of what has driven Ariel’s growth in recent years, and customers now look to us for this.”

In addition to adding new products and services, Lu says that Ariel will invest in its people, creating new positions and attracting top talent for strategic growth strategies.

“Ariel has a strong internal ideology that focuses on four pillars: our customers, our associates, our community and our vendors,” Lu says. “Our decisions and leadership are guided by serving all four well, either separately or together. All four pillars are the cornerstone of what makes Ariel successful.”