After immigrating to the United States from Israel, Joe Simsoly built the American dream with hard work and ingenuity.

Now, he’s heading into a well-earned retirement.

The founder of Next Level Apparel (asi/73867), the eighth-largest supplier in the North American promotional products industry, is retiring from his role as CEO of the California-headquartered firm.

Joe Simsoly, Next Level Apparel

His replacement, Randy Hales, has been serving as co-CEO since being appointed to the position in November 2020 and will continue in the executive role.

Simsoly, whose retirement is effective Aug. 8, will still serve on Next Level’s board of managers. He’ll also remain a significant shareholder in the business.

“It has been an honor to watch Next Level become an industry leader,” Simsoly reflected. “I’m confident that the company will continue to grow and innovate under Randy’s leadership. He has deep knowledge of our company and has been a valued partner to me and the senior management team.”

Simsoly ranked 30th on Counselor’s most recent Power 50 list of the promo industry’s most influential people. His entrepreneurial journey began in 1980 after he came to the U.S. and started a denim brand. He would then go on to found a sublimation printing facility.

As time passed, Simsoly’s customers were consistently requesting what he described as higher-quality T-shirts. Faced with such demand, he founded Next Level Apparel in 2003. Over the years, he spearheaded the building of the company into a $200 million business that’s synonymous with quality and cool, fashion-forward styles.

While sales declined an estimated 12.5% in 2020 amid COVID-19 challenges, Next Level staved off a steeper drop through a successful pivot to producing face masks – work that included manufacturing for the U.S. government.

“Joe has been a very hands-on founder and leader,” said Hales. “His influence has been significant in every aspect of Next Level as he built the company from the ground up. The foundation he built will serve as a strategic platform to build on for a very long time. On behalf of the entire company, customers, colleagues and friends of Next Level, I want to thank Joe for his countless contributions to the business and industry as a whole.”

Randy Hales, Next Level Apparel

Next Level executives have said that Hales brings extensive business experience in leadership, strategic planning and execution, business development, manufacturing, product management, marketing, sales and global operations. They noted that he’s led both private equity-backed ventures and public companies.

That track record includes serving as president and CEO of First Scientific (pharmaceutical), Back to Basics Inc. (kitchen appliances), Mity Enterprises Inc. (furniture systems) and ZAGG Inc. (mobile accessories). During Hales’ seven years at ZAGG, the company grew from an entrepreneurial startup to more than $500 million in worldwide revenue.

With estimated North American promotional products revenue of $199.8 million, Next Level Apparel ranked eighth on Counselor’s most recent list of the largest suppliers in the industry. As a Fair Labor Association affiliated brand, Next Level’s factories are committed to the highest ethical standards of conduct and best quality practices, executives said. Next Level recently relocated the company headquarters to an office/warehouse facility in Torrance, CA, to support what it described as “tremendous growth.”