Steady As She Goes

In addition, customer retention is very high, according to Giesler, who notes that over time, approximately 70 percent of new customers place orders again. “That speaks a lot about the success of the team we have here and how we treat the customer with regard to value, quality and service.”

The transition from a company with little business discipline to a direct marketing powerhouse didn’t happen overnight, but the results have paid off. Last year, private equity firm JH Partners took a 75 percent stake in AmeriMark, leaving Giesler and his team in place to run and grow the business on their own. Giesler says he’s proud of the fact that JH Partners has enough faith in the company to permit existing management to run the business with little or no interference.