A strategic partnership between Blue Generation (asi/40653) and national wholesaler Apparel Coast to Coast (ACC, asi/37355) could offer a smoother distribution and delivery process for customers.

Blue Generation, a Counselor Top 40 supplier and fourth-generation family-owned business, will work with ACC to stock four core Blue Generation styles at its Virginia distribution center, including the Avenger polo (BG7600/BG6600), the moisture-wicking polo (BG7300/BG6300), the Superblend shirt (BG7216/BG6216) and the poplin-blend shirt (BG7210/BG6210).

The ladies’ Avenger polo (BG6600) from Blue Generation (asi/40653) is one of four garment styles now in stock at ACC’s (asi/37355) Virginia distribution center.

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The rest of Blue Generation’s product line will be available via drop-ship, ensuring product availability regardless of stocking status.

The strategic partnership, according to Blue Generation, will improve speed and accessibility for customers through faster shipping. Specifically, customers in Virginia, West Virginia, Ohio, North Carolina and South Carolina now benefit from reduced transit times with one-day delivery, while customers in Florida will see two-day shipping.

Distributors also benefit from combined/batched ordering and free freight as part of this partnership, Blue Generation said. Distributors ordering through ACC can mix and match Blue Generation products with other brands in a single order. This allows them to hit free-freight thresholds without requiring larger single-brand purchases.

Blue Generation’s poplin-blend shirt (BG7210) is now also available at ACC’s distribution center in Virginia.

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“This partnership with ACC represents a major step forward in how we serve the market,” says Matt Rubin, director of strategy at Blue Generation. “By positioning our core, volume-driving styles closer to key regions through ACC’s Virginia warehouse, we’re enhancing our speed to market with faster delivery, reducing freight friction and enabling greater flexibility across multi-brand orders. We’re excited about the expanded distribution this gives us and the real, tangible benefits it delivers to our customer base.”

Growing trends like print on demand, faster fulfillment and consolidated ordering are reshaping distributor expectations. Not to mention, of course, the rising cost of fuel and its impact on freight and delivery surcharges.

Less than a year ago, ACC rebranded from Atlantic Coast Cotton to Apparel Coast to Coast. The rebrand, according to the company, reflects its growth from regional to national. It’s also partnered with companies like Counselor Top 40 supplier Gildan (asi/56842), BELLA+CANVAS (asi/39590), Lane Seven (asi/66246), A4 Athletic Apparel (asi/30121), Badger (asi/37876) and Dickies.

Owned by M. Rubin & Sons, Blue Generation began as a family-owned retail storefront in Manhattan during World War II and celebrated its 80-year anniversary in 2024. The supplier announced another strategic partnership with Counselor Top 40 supplier Cap America (asi/43792) that same year.

Based on North American promotional product revenue of $60.1 million, Blue Generation ranks 31st on Counselor’s most recent list of the largest suppliers in the industry.

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