A couple of promo veterans have teamed up to launch a new supplier business that’s selling event supply and corporate décor items.

Eric Shonebarger, former president of Counselor Top 40 supplier Hit Promotional Products (asi/61125) and Counselor’s 2017 Technology Executive of the Year, and Josh Appelbaum, former chief strategy officer with Counselor Top 40 supplier Vantage Apparel (asi/93390), have kicked off the year by officially debuting TCF Linen.

Eric Shonebarger and Josh Appelbaum, Ya Ya Creations

The new supplier venture is a division of Ya Ya Creations, a vertically integrated company that has distribution points in Los Angeles and Jacksonville, FL, that’s been in business for 23 years, specializing in party supply and event décor.

Shonebarger became CEO of the entire company in February 2024. Appelbaum came aboard in April last year as vice president of strategy. The two provide leadership across channels at Ya Ya Creations’ business but dug into their promo roots to build a new “business within a business” that would focus on the wholesale/promo market. That’s now come to fruition with TCF Linen.

Products the company is offering include blank and full dye-sublimation table linen, as well as backdrops and items like centerpieces, wall décor, lighting and tableware. Appelbaum told ASI Media there’s huge sales potential in the niche.

“It’s an afterthought for some, but literally every corporate buyer is consuming these products, they’ve just been doing so through retailers instead of through their distributor partners,” Appelbaum said. “We see TCF Linen as an opportunity to strengthen the distributor/end-client relationship and tighten up buying and logistics.”

Appelbaum said the products are an ideal fit for the corporate event space, but that’s not all. “They’re an important category for regional shows, awards ceremonies, campus recruiting and employee retention events,” he told ASI Media. “Really anything that falls in the event space would fit with the category.”

“It’s an afterthought for some, but literally every corporate buyer is consuming these products. They’re an important category.” Josh Appelbaum, TCF Linen, a division of Ya Ya Creations

Beyond being a former Vantage C-suiter, Appelbaum’s resume includes time as vice president of apparel at Hit and as a regional territory manager for Counselor Top 40 supplier alphabroder (asi/34063). He’s been in the industry for about 15 years.

Shonebarger has about 20 years of promo experience, essentially all of it with Hit, where he held roles that included chief information officer, chief operating officer and president.

“We’re bringing a reliable source, scalable product categories, operational optimization and 35 years of promo experience to the table,” Applebaum said. “So far, the response from distributors has been fantastic. We’re very excited for what’s ahead.”

The company plans to become a listed ASI supplier in the immediate future.