Inspiring Conversations with Andrea Kramer of City Apparel+Merch

Today we’d like to introduce you to Andrea Kramer.

Hi Andrea, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
I grew up in the apparel and uniform business. My family built a company rooted in relationships, service, and integrity, and those values were never optional in our house. They were modeled daily. I didn’t set out to do something different. I set out to amplify what I was taught and carry it forward in a way that reflected the world we’re living in now.

In 2017, I purchased City Apparel + Merch and stepped fully into ownership. It was equal parts exciting and terrifying. I like to say entrepreneurship is just personal development with invoices. There were moments of doubt, plenty of mistakes, and a lot of learning how to lead in my own voice. But the foundation was always there: do the right thing, build real relationships, and leave things better than you found them.

Today, City Apparel + Merch is a technology-enabled partner for branded merchandise and managed uniform programs. We build custom SwagSync online stores for organizations, manage enterprise uniform programs for thousands of employees, warehouse and fulfill products, launch pop-up shops, and create onboarding and milestone gifts that actually mean something. We blend automation, inventory control, and AI with very human customer service. That balance is our sweet spot.

We are also a Certified B Corporation, which means we have gone through a rigorous third-party certification measuring how we treat our team, serve our customers, impact our community, and care for the planet. It is not a marketing badge. It is a legal and operational commitment to use business as a force for good. We measure things like fair wages, diversity, carbon footprint, charitable giving, governance, and transparency. We believe profit and purpose are not opposites. In fact, we think they fuel each other.

Inside our company, we talk a lot about culture. We practice weekly habits focused on integrity, collaboration, and excellence. Our 2026 theme is Full Throttle, No Brakes, which reflects our commitment to bold growth while staying grounded in our values. Growth for us is not just revenue. It is impact. It is developing leaders. It is serving clients in a way that simplifies their lives and reduces waste in the process.

If I am honest, the journey has stretched me in ways I did not expect. Leading a team, navigating technology shifts, leaning into automation, and sometimes making hard calls has required grit. But I have never been more convinced that business can be a powerful platform for change.

At the end of the day, my story is about stewardship. Stewarding a legacy. Stewarding relationships. Stewarding opportunity. And choosing every day to build something that is excellent, profitable, and deeply aligned with our values.

And yes, occasionally still learning the hard way. Because growth is humbling. But that is part of the fun.

I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
No, it has not been a smooth road. Entrepreneurship rarely is. There is a highlight reel, and then there is the behind-the-scenes footage where you are recalculating payroll in your head at 2 a.m.

When I purchased City Apparel + Merch in 2017, I stepped into leadership with conviction, but also with a lot to learn. Leading people who were sometimes older and more experienced than me stretched me quickly. I had to find my voice, make difficult decisions, and move from being part of the business to fully owning the weight of it.

A pivotal moment came during the pandemic. Our industry was hit hard overnight. Events stopped. Offices closed. Uniform programs paused. We had a choice to make. We chose to stay open because we were serving healthcare systems and other essential organizations. That decision forced us to pivot fast. Almost immediately, we shifted into sourcing and supplying PPE. We provided nitrile gloves, masks, sanitizers, and protective gear not only to our existing clients but also to state agencies, large health systems, and school districts.

It was chaotic. Supply chains were unstable. Pricing changed daily. There were moments when I felt the pressure of every single employee and customer relying on us. But it also revealed something important about who we are. We are scrappy. We are resourceful. And we run toward the hard things.

Beyond the pandemic, growth itself has been a challenge. Building a technology-enabled company while protecting culture is not simple. Implementing systems like NetSuite, investing in automation, developing our SwagSync platform, and leaning into AI required capital, patience, and a willingness to admit when something was not working. There were projects that took longer than expected. There were hires that did not work out. There were uncomfortable conversations. Leadership is not glamorous most days.

And then there is the internal work. Learning not to carry everything alone. Learning to delegate. Learning that excellence does not mean exhaustion. That part has probably been the hardest.

But every challenge has shaped us. It strengthened our commitment to being a Certified B Corporation. It deepened our focus on culture and weekly habits like integrity and doing the right thing. It clarified that profit without purpose is hollow, and purpose without discipline does not scale.

So no, it has not been smooth. It has been refining. And I would not trade the lessons, even the expensive ones:)

Alright, so let’s switch gears a bit and talk business. What should we know?
City Apparel + Merch is a technology-enabled branded merchandise and managed uniform partner for organizations that care about experience.

At a basic level, we provide branded merchandise, uniforms, company stores, and fulfillment. But what we really do is remove friction. We simplify complexity for organizations that have hundreds or thousands of employees, multiple locations, and zero time to chase down apparel orders.

We build custom SwagSync online stores, our proprietary e-commerce platform, that automate uniform allowances, control inventory in real time, and integrate with enterprise systems. We warehouse product, manage decoration in-house through embroidery and direct-to-film, launch pop-up shops for campaigns and milestones, and handle kitting and onboarding gifts for new hires. We support everything from healthcare systems and transportation authorities to corporate teams and community organizations.

What sets us apart is the combination of automation and human care.

There are companies that sell swag.
There are companies that build tech.
There are companies that warehouse product.

We do all three, and we do it with intention.

Our clients do not just get a catalog. They get a system. They get reporting. They get inventory visibility. They get sustainability conversations. They get a team that actually answers the phone.

We are a Certified B Corporation, which means we are legally and operationally committed to balancing profit with purpose. That shows up in how we treat our team, how we measure our environmental impact, how we choose suppliers, and how we give back in our community. Being a B Corp is not a marketing line for us. It is a framework for decision-making. It keeps us honest.

Brand wise, I am most proud that we have built a company where integrity is not negotiable. We talk about weekly habits like doing the right thing. We measure client experience. We obsess over continuous improvement. Our theme this year, Full Throttle, No Brakes, reflects our commitment to growth, but not at the expense of our values.

We are also known for being ahead of the curve in our industry. We lean into automation, AI, and system integration to eliminate manual processes and reduce errors. In an industry that can still be very transactional, we operate more like a tech-forward logistics partner with a creative edge.

What I want readers to know is this: branded merchandise is not just “stuff.” When done well, it reinforces culture, builds belonging, drives engagement, and tells a story about who an organization is. And when it is managed strategically, it can also reduce waste, control costs, and create operational clarity.

We are proud to sit at that intersection of experience, efficiency, and impact.

And yes, we still love a great t-shirt. But we love a well-built system even more.

What were you like growing up?
I was sassy. Let’s just start there.

I got straight A’s, but I was not the quiet, rule-following kid. I had opinions. I pushed back. I questioned authority. I distinctly remember telling my parents in elementary school that kids should rule the world. I’m sure they were proud and mildly concerned at the same time. Grit was not something I developed later. It was baked in early.

I played a lot of sports growing up, but soccer was the defining one. Our team won the state championship and traveled all over the country competing. At 14, I made the national team. That experience raised the bar early and taught me that talent might open the door, but discipline and work ethic keep you in the room.

I was competitive, no question. But soccer also gave my strong will structure. It taught me that you can be driven and ambitious, but if you do not pass the ball, you lose. Individual talent does not win championships. Trust, chemistry, and accountability do.

Service was also part of my upbringing. Philanthropy was not optional. It was expected. That shaped my belief that success carries responsibility. If you have the ability to lead, you have the obligation to lift.

Looking back, I was competitive, a little stubborn, deeply loyal, and always pushing the edges. I wanted to win, but I wanted to win with my team. That through line is still there. I just traded cleats for boardrooms.

And I still question the rules. I just write a few of them now.

Contact Info:

• Website: https://www.CityApparelAndMerch.com
• Instagram: cityapparel_us
• Facebook: CityApparel
• LinkedIn: City Apparel+Merch