Apparel supplier BELLA+CANVAS has appointed industry veteran Norm Hullinger, CAS, as its new president.

Hullinger, who had been the Beverly Hills, California’s chief operating officer since April 2021, was previously the CEO at alphabroder for 18 years. He now slides into the role vacated by Chris Blakeslee, who has been appointed president and CEO of retail women’s lifestyle apparel brand Athleta.

• Blakeslee had been president of BELLA+CANVAS and its sister brand Alo Yoga since 2017.
• Athleta, a $1.5 billion certified B Corporation, is owned by Gap.

Hullinger is a former member of the PPAI Board of Directors. In his previous role at alphabroder, he led the firm through several key milestones, including its late 2017 acquisition of supplier Prime Line. Before joining the promotional products industry, he served in executive roles for Fortune 500 retailers and online enterprises.

In a statement released first to Graphics Pro, BELLA+CANVAS said, “With a remarkable record of accomplishments during his tenure as chief operating officer, we are confident that Hullinger’s leadership will drive our company to new heights and further solidify our position as a leading manufacturer and supplier of premium blank apparel.”

Both BELLA+CANVAS and Alo Yoga have been on a growth trajectory with Blakeslee in the president role and Hullinger as COO.

• BELLA+CANVAS unveiled two new distribution centers this spring, in Las Vegas and Maryland, totaling nearly 1.5 million square feet and supported by more than 700 employees and 300 production robots.
• Alo Yoga, meanwhile, grew to more than $1 billion in sales in 2022, according to the announcement from Gap.

BELLAS+CANVAS has co-CEOs in co-founders Danny Harris and Marco DeGeorge.

“As we embark on this exciting new chapter with Hullinger as our president, we are confident that BELLA+CANVAS will continue to innovate, grow, and exceed expectations,” Harris said in the statement. “Hullinger’s leadership and strategic direction will undoubtedly lead toward new achievements and strengthen our position as an industry leader.”