A specialized classroom, laboratory or government facility can look like a complicated furniture opportunity. It can also become a larger and more valuable project when dealers focus on the customer’s entire space instead of competing on one product at a time.
Vonnie Provinzino, senior manager of national accounts at Safco, joins host Charles McLaughlin to discuss how dealers can pursue education and government opportunities with customizable furniture, storage and space-planning support.
The conversation begins with the growing need for furniture designed around STEM education. Safco’s TechWorks industrial benching line can be configured for laboratories, maker spaces, higher education institutions and community colleges, giving distributors another way to support customers whose requirements extend beyond a traditional classroom.
Vonnie also explains how familiar storage products are finding new applications. High-density systems that were once used primarily for paper or medical records can be customized for school equipment, musical instruments, government evidence and other specialized materials. Colors, configurations and intended uses can be tailored to the organization rather than forcing every customer into the same standard solution.
For distributors, the opportunity starts with asking better questions. Safco’s space-planning team can help assess the need, develop a layout and show customers how the finished environment will function. That support allows sellers to bring expertise into the project without having to manage every design detail themselves.
The discussion also covers Safco’s broader assortment, including training tables, case goods, organization products, trash receptacles and ancillary solutions that can help complete a room or building through one manufacturer. Vonnie notes that several applicable products are manufactured at Safco’s Milford, Iowa, facility, creating another consideration for certain government purchasing opportunities.
Distributors serving schools, colleges, municipalities and government agencies will find practical ideas for identifying applications, involving manufacturer experts and presenting a more complete solution.

Harry Clow of Newell explains how dealers can grow writing-product sales across education, healthcare, manufacturing and creative applications.
Writing products may be familiar, but the opportunities surrounding them continue to evolve.
In Episode 19 of Distribution Unpacked by SPR Studio, host Adam Fox speaks with Harry Clow, Senior Sales Manager at Newell, about how writing instruments and markers are finding renewed relevance across education, healthcare, manufacturing and creative applications.
Harry discusses Newell’s efforts to create new occasions for writing, from colorful products that support personalization and self-expression to renewed interest in handwriting within education. The conversation also examines how familiar items can serve highly specific needs beyond the traditional office. Dry-erase markers support communication in patient rooms, industrial markers help teams work across manufacturing and facility environments, and writing products remain essential throughout schools and other institutional settings.
For dealers, the opportunity depends on more than carrying a broad selection. Harry explains why sellers must connect products to the surfaces, tasks and environments where they perform best. With numerous marker formats, tip styles and specialized applications available, clear product guidance can help customers make better purchasing decisions while making the category easier for sales teams to navigate.
Adam and Harry also discuss the value of an omnichannel approach. Strong e-commerce content and digital experiences can efficiently support smaller customers, while traditional sales relationships remain important for larger projects and more complex opportunities. The most successful dealers, Harry notes, are often those that make manufacturer content accessible and keep the online and offline customer experience aligned.
The discussion concludes with Newell’s focus on simplifying a large portfolio through clearer application guidance, disciplined assortment decisions and innovation intended to address meaningful market needs.
This episode is especially relevant for dealers, sales professionals, marketers, merchandisers and purchasing teams looking to uncover new opportunities in established categories and present complex product assortments as practical customer solutions.

Safety products can open new conversations inside customer accounts that dealers already serve. The opportunity is not limited to traditional industrial settings: healthcare facilities, schools, laboratories, shop classrooms, warehouses and manufacturing operations all have needs that can extend a dealer’s value beyond core workplace supplies.
In Episode 18 of Distribution Unpacked by SPR Studio, host Adam Fox speaks with John Gartner, national account manager at 3M, about finding and supporting those opportunities. John introduces the expanded selection of “low-touch safety” products available through S.P. Richards, including hard hats, safety glasses, earplugs and disposable respirators. These are approachable solutions that sales representatives can introduce without requiring extensive technical training.
The conversation explores the role of safety across healthcare, education and industrial environments. John encourages representatives to spend five more minutes with customers and ask one additional question. That simple step can expose needs in areas such as facility maintenance, science rooms, shop classes, administrative spaces and general operations.
John also explains why product selection involves more than meeting a requirement. Compliance matters, but so do comfort and fit—especially when an employee may need to wear protective equipment for eight to 10 hours. A product people can wear properly and consistently can better support an employer’s safety program.
Beyond safety, Adam and John discuss changing demand for workplace products, the value of strong digital content, 3M’s channel resources and the importance of shifting customer conversations from price to value. John explains how dealers can engage 3M for samples, demonstrations, research and sales support.
This conversation is for dealers, sales representatives and distribution professionals looking to uncover more potential within existing accounts and bring customers a broader, more complete set of solutions.

Jennifer Krach of C-Line joins host Adam Fox to discuss what’s next for the fourth-generation, family-owned company as it celebrates more than 75 years in business. From its iconic “Hello, My Name Is” badge to a growing focus on education, MRO, industrial, packaging, and hospitality markets, C-Line continues to expand while staying rooted in quality, reliability, and service.
Jennifer shares how C-Line is helping dealers uncover new opportunities through high-demand product categories, strong fill rates, and ready-to-use sales and marketing resources. The conversation also highlights how C-Line and SPR are working together to simplify complexity for dealers, from dependable inventory and streamlined ordering to collateral that makes it easier to position the brand with end-user customers.

Victor Technologies is bringing new energy to familiar workplace products through practical, thoughtful innovation. Featuring Douglas Nash, CEO, and Carmen Franzen, Senior Sales Manager at Victor Technologies, and hosted by Adam Fox.
From clipboards with built-in pen holders to whiteboards packaged with markers, Victor is focused on solving simple but real customer frustrations in ways that make products easier to sell, easier to use, and easier to understand. Douglas and Carmen discuss how this mindset has shaped more than 40 new product launches, all centered around small improvements that make end users say, “Why didn’t I think of that?”
You’ll hear how Victor is leaning into major growth opportunities across education, workspace accessories, and facility-adjacent solutions. The conversation covers the rise of cell phone lockers as more states introduce classroom phone restrictions, the continued relevance of standing desks, and new magnetic accessories designed to help users declutter, organize, and customize their workspaces.
The episode also highlights Victor’s expanding portfolio beyond its calculator heritage, including new partnerships, Made in USA products, environmentally conscious design, easy assembly, and solution-focused tools that help dealers better position products with their end-user customers.
For dealers looking to uncover fresh conversations in education, workplace productivity, space optimization, and everyday office needs, this episode offers a practical look at how Victor is helping distribution partners simplify complexity, introduce new solutions, and create more value from products customers already know.

See what’s next for Avery with David Risher, National Account Manager at Avery, and host Adam Fox.
As Avery celebrates its 90th anniversary, the brand is evolving how it communicates with the market while staying true to the products and reliability customers already know. David shares how Avery’s refreshed approach is designed to feel more approachable, reach new audiences, and support growth across emerging markets like small and medium-sized businesses.
You’ll hear how Avery is leaning into key verticals—including education, healthcare, government, and foodservice—with targeted marketing resources that help customers better understand where Avery products fit and how to bring those solutions to end users.
David also discusses how Avery is helping simplify the sales experience through SPR’s portal (The Exchange), digital assets, social media content, videos, and influencer-driven resources that customers can use to tell a stronger story downstream.
See how Avery is expanding its reach while continuing to support the core channels that built its success.

Keri Chapman, National Account Manager at Sylvamo, shares how Sylvamo is supporting the distribution community through trusted brands like HP Papers, Hammermill, and Business Source. Hosted by Charles McLaughlin.
From sustainability and education to government, enterprise, and e-commerce, Sylvamo is focused on helping resellers meet changing customer needs with the right mix of products across good, better, and best offerings.
You’ll hear how Sylvamo is addressing common misconceptions around sustainability, adapting its portfolio for key vertical markets, investing in mill capacity, and simplifying complexity through SKU rationalization and packaging designed for today’s selling environment.
If you’re looking for ways to strengthen a core category, create upsell opportunities, and partner with a manufacturer built for the long haul, this episode offers practical insight into how Sylvamo and S.P. Richards are helping customers grow.

Explore how to grow beyond the initial product sale with ACCO. Featuring Beth Child, VP of Sales, and John Bartelle, Director of Sales at ACCO Brands and hosted by Charles McLaughlin.
From trusted brands like Quartet, Swingline, Five Star, Mead, GBC, At-A-Glance, and Kensington, ACCO’s portfolio touches classrooms, offices, breakrooms, warehouses, and shared workspaces. Beth and John discuss how changing market trends, especially in education, hybrid work, furniture, breakroom, and JanSan, are creating new opportunities for resellers to expand the conversation and deliver more complete solutions.
You’ll hear how dealers can better understand their customer mix, identify the right products for key verticals, compete for bid and contract business, and partner with manufacturers and distributors to simplify complexity in a fast-changing marketplace.
If you’re looking for ways to uncover more value in every customer relationship, this episode offers practical insight into how ACCO is helping the distribution community grow smarter and sell deeper.

In this episode of Distribution Unpacked, host Adam Fox sits down with Lindsay Gibbons, Vice President of Content & Pricing at S.P. Richards, and Susie Polizzi, Director of Supply Chain at S.P. Richards, for a behind-the-scenes look at the work happening inside SPR to support customers and fuel long-term growth.
Lindsay and Susie discuss how their teams are responding to rapid business growth, improving inventory strategy, strengthening supplier partnerships, and making sure customers have the right products, accurate content, and clearer pricing. From fill rates and unit-of-measure accuracy to data cleanup and pricing simplification, this conversation highlights the operational details that make distribution work.
You’ll also hear how S.P. Richards is breaking down silos, investing in people and technology, and building a culture where teams can solve tough problems, move quickly, and make a direct impact on customers.
For dealers, suppliers, and anyone who depends on distribution, this episode offers a candid look at how SPR is positioning itself for a stronger, more reliable future.