Integrity, hard work and genuine care for people: These are the values Herb and Gloria Barker built their branded shirts and buttons shop, Barker Specialty (asi/132690), upon in 1951.

Herb and Gloria Barker, founders of Barker Specialty (asi/132690) | Courtesy of Barker Specialty

Seventy-five years and three generations later, the Cheshire, CT-based distributor has evolved into a full-service promotional marketing company with nearly 100 employees, one that serves clients around the world – from local businesses to Fortune 500 companies. Still, the ethos of community, respect and dedication remains etched into the company’s fabric.

“From the early days of custom pins and T-shirts to today’s world of fully branded experiences and e-commerce solutions, we’ve never lost sight of what matters most: helping brands connect with people in meaningful ways,” said Amy Serrano, chief revenue officer at Barker.

Humble Beginnings

While Barker Specialty officially hit the ground running in 1951, it could be argued the foundation was formed well before that. Shortly after the Barkers got married in the late 1940s, they started selling salt- and pepper-shaker souvenirs.

The founding of the company happened rather naturally. They began fielding requests for promo products and “tangible advertising,” and Barker Specialty was established a couple years later.

The rest is – quite literally – history.

A Milestone Worth Celebrating

Seventy-five years in business is no easy feat. But it’s not simply the number of years the Barkers put into their business; it’s what they’ve done during that time to make it great. Barker Specialty is a Counselor 2024 Best Place to Work, an honor that underscores the company’s commitment to employee well-being, learning and growth.

“The company culture is one that feels like a family,” Serrano told ASI Media in 2024. “We work hard and are known to jump into an ‘all-hands-on-deck’ mentality when needed. We celebrate one another’s achievements and stand together in difficult times.”

To get a sense of the company culture, simply look at the average employee tenure: Many of Barker’s staff members have been with the company for several decades.

“While we are always welcoming new employees, I think it’s a testament to the way we treat staff that so many choose to stay and make lifelong careers with Barker Specialty,” said Chelsea Fishman, director of marketing and account executive at Barker Specialty.

All in the Family

For Gerry Barker, who represents the third generation of family leadership, the 75-year milestone is both an ode to the distributor’s history and an investment in the future.

“This milestone is a reflection of the incredible clients and employees who have supported and believed in us throughout the years,” said Barker. “We’re deeply grateful for every relationship that’s helped shape Barker Specialty into what it is today.”

Barker views his staff as part of the Barker family – attending important events like weddings and lending a helping hand during hard times, as well. It’s that people-first mentality that helped earn the company the title of Counselor Distributor Family Business of the Year in 2022.

Looking Ahead

Rooted in rich history, Barker Specialty is focused on preserving its past while embracing business strategies and technologies to set it up for success in the future. The distributor began the year with the acquisition of fellow New England-based jewelry and premium items distributor Capital Designs. It also acquired boutique-style distributor WolfePromo in 2024.

Now, as Barker looks to the years ahead, it is committed to enhancing capabilities around e-commerce solutions, client services growth, sustainability and innovative marketing solutions – while building upon the values it has led with since the very beginning.