Counselor Top 40 supplier Blue Generation (asi/40653) is adding some additional structure to its national accounts strategy.

The Long Island City, NY-based firm has hired Alex Bradley as director of national and key accounts.

“National accounts are a critical growth area for us, and we knew we needed the right person to lead the charge,” said Matt Rubin, director of strategy at Blue Generation and a fourth-generation leader at the family-owned company. “Alex has an incredible hunger to connect with people in this industry, and that energy combined with his experience on both sides of the business makes him exactly who we need to accelerate that growth. We’re thrilled to have him onboard.”

Bradley has spent the last few years serving in sales and business development roles at various promo firms, including Counselor Top 40 supplier Workwear Outfitters (asi/98258), Counselor Top 40 supplier Vantage Apparel (asi/93390) and Pro Towels (asi/79750). Bradley, who’s based in Atlanta, also serves on the board of directors for the Georgia Association of Promotional Products Professionals, and was president of the association from 2024 to 2025.

Rubin said Bradley brings a rare well-rounded perspective to the role at Blue Generation, “having spent his career on both the supplier and distributor sides of the apparel industry – giving him a deep understanding of the opportunities that national accounts present.”

Bradley’s arrival comes as Blue Generation launches several new business initiatives. Last month, the firm announced a strategic partnership with national wholesaler Apparel Coast to Coast (asi/37355) to reduce transit time and speed up shipping. Blue Generation also recently launched BG Studio, an entirely new collection inspired by retail trends featuring new fabrics, including four-way stretch woven shirts, rayon challis silky printed camp shirts and more sustainable options like recycled polyester.

“Between the launch of BG Studio and the incredible innovation happening at Blue Generation right now, I feel like I’m joining a legacy brand that’s genuinely on the move,” Bradley said. “I can’t wait to get in front of our partners and show them what we’ve got.”

Based on 2024 North American promotional products revenue of $60.1 million, Blue Generation ranks 31st on Counselor’s most recent list of the largest suppliers in the industry. New rankings are due out in July.