WearGuard - B-to-B with a Consumer Twist (2007 words)

By Alicia Orr Suman

Whether in its catalog design or ordering procedures, uniform supplier WearGuard strives to mirror the shopping experiences customers have off the job.

WearGuard has been in the business of marketing rugged work clothes since the 1950s, when founder Gene Salem started selling personalized work shirts and pants out of a converted milk truck. For Salem and his customers — gas station owners — it was more than a business-to-business (b-to-b) relationship: It was about people selling to people.