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When the team at Holland Bar Stool Company (asi/61409) started exploring new ways to grow their business beyond their thriving traditional and licensed furniture roots, they quickly discovered the potential of the promotional products industry. Holland’s Michigan mindset has allowed them to create beautifully hand-crafted pool tables, barstools, banners and all other game room necessities for decades. With immense experience in custom manufacturing and official licensing, expanding into promo was a natural next step.
Since partnering with ASI®, Holland Bar Stool has turned that decision into one of the most transformative chapters in their 30-year history, becoming a furniture powerhouse. They’ve reached new levels of success while staying true to their midwestern roots of hard work, dedication and, above all, quality.
Business Development and Dealer Relations Manager, Jessica Spahr made it clear that there was no question that they would join ASI: “We were doing research into the promo world, and ASI was right at the top of that list. If we were going to do this we were going to do it right – and that meant joining ASI.”
Holland Bar Stool has seen promotional products grow from a minor part of their business into a significant revenue stream, nearly tripling in just two years. By leveraging the appropriate mix of ASI member benefits, such as strategic exposure in ESP and personalized expert support, they have consistently converted industry connections into sales quarter after quarter and year after year.
Spahr asserts, “That growth isn’t by accident. It’s because of the exposure, the network and the visibility ASI provides – through ESP advertising, attending every 2025 trade show and strong personal support from our ASI rep.” She adds, “We knew we had something special with our product line, but ASI helped us amplify it.”
Holland Bar Stool’s strategic advertising in ESP, specifically within the furniture category, has been instrumental in maintaining top-of-mind awareness for distributors. ESP Pay for Placement has provided the Holland team with peace of mind, knowing that even when they are engaged with ASI Shows and events, their products remain front and center for thousands of distributors. It serves as a hands-off marketing option with a substantial return for a vertical that is not always dominant. Spahr comments, “With our category of product, people may not know they need us until they see us.” She continues, “ESP Pay for Placement gives us that moment of discovery.”
A consistently highlighted benefit throughout the interview with Holland Bar Stool Company was their relationship with their dedicated ASI representative. ASI pledges to support members every step of the way, and Spahr notes that much of Holland’s industry knowledge and success can be attributed to their relationship with their rep. Whether through monthly calls or individual requests, their representative has consistently ensured their ads are successful and on track, trade show attendance is organized, and Holland Bar Stool Company always possesses the most current information needed to succeed. This information is specifically tailored to them and what will make their business successful.
“Our ASI Rep has been such a good resource – responsive, communicative; and if there is ever a problem, she goes after it to get it done.”
With promotional sales steadily increasing and new events on the horizon, Holland Bar Stool is just beginning. In 2024, Holland Bar Stool Company attended every ASI trade show, aiming to connect with individuals and enhance homes, bars, restaurants, clubs, and various other venues. They are now leveraging the right benefits with new opportunities, such as hosted-buyer events, to maximize exposure and efficiency. One thing is certain: they are committed to remaining active in the promotional products industry. Whether it’s their marketing, products, or relationships, Holland Bar Stool Company is dedicated to providing high-quality experiences, made easier with ASI’s assistance.
“Promo is fun. It’s dynamic. It lets us bring our craftsmanship to a whole new audience. And with ASI, we’re not just another vendor – we’re part of a thriving community.”