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It all started with salt and pepper.
After marrying in the late 1940s, Herb and Gloria Barker began selling antiques up and down the Atlantic coast. Soon they were offering custom products and “realistic advertising” requests, so in 1951, they founded what would become Barker Specialty (asi/132690).
Seven decades later, Barker’s legacy continues strong, with his son Gerry Barker at the helm and son Max on board as account executive. The third generation family business in Cheshire, CT still operates with the same ethos it has for decades. “This is not about profit,” says Gerry. “It’s not that we don’t need to be profitable. But here we say we serve the three Cs: our customers, our company and our community.
Members of the Barker family in 1987: (from left) Adrienne, Herb, Gerry, Gloria and Steven.
In the year Even as late as the 1960s, according to Geary, Barker Specialty had a salaried sales force rather than fully commissioning. He added, “We are the first in the country to have paid all our employees.” “Part of that was the family mentality that anyone would work for us and feed us.”
Gerry treats his staff as part of the family – attending their weddings, getting to know their children and helping them with illnesses and problems. That caring attitude shows in employee loyalty and longevity. A 2022 finalist for The Dealer’s Salesperson of the Year, he joined Barker right out of college and is closing in on 20 years. Chief Financial Officer Darlene Bowen is celebrating her 45th year with the company this year. “I loved being a part of a family business that cares deeply for their employees, customers and suppliers,” she says.
Although the company’s history remains relevant to Barker Specialties, the distributor keeps an eye on the future, never shying away from experimentation and innovation. “We were one of the first companies to do an end-user trade show,” Gerry recalls. “When we started this, everyone said it was wrong. Everyone said it was stupid. Everyone said that it doesn’t make any sense. Nowadays, however, it has become common to invite end users to trade shows.
Other examples include the dealership’s 6,000-square-foot showroom, which was created years before many in the industry saw the value of displaying swag on-site and inviting customers to visit. Barker Specialty has invested in some in-house manufacturing capabilities – such as heat-transfer printing and laser engraving on blanks. “It’s really designed to improve the work our suppliers do,” says Gerry.
Gerry Barker, President of Barker Specialty and Max Barker, Account Executive. Jerry’s parents, Herbert and Gloria Barker, are pictured on the wall.
A recent example? Barker Specialty was one of the first promotional products companies to explore the potential of non-fungible tokens (NFTs) in the promo industry. Last June, Gerry unveiled a 1980s cartoon that resides at the Barker Character, Comic and Cartoon Museum, created from his parents’ personal toy collection. An 1870s metal elephant toy ramp walker made by NFT.
“As a family business, we can make changes and not have to do regular physicals,” says Gerry. “The ability to make quick decisions and do what the customer needs in a pinch — that’s a really personal touch.”
Integrity has helped grow Barker Specialty into a multi-million dollar business with 95 employees. Gerry attributes the company’s continued success to the legacy his parents left behind: “They were ahead of their time. They were amazing people. They were very caring people. And, you know, keeping the business going is, in many ways, a testament to them.
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