Since its founding in 1970 by Tom and Margaret Johnson, Johnson Plastics Plus has been a leading distributor of equipment and supplies for the signage, personalization, and awards industry. In 2015, the company was added to the Rowmark family of companies, followed by standoff and display manufacturer Gyford Standoff Systems in 2018. Johnson Plastics Plus, Gyford, and seven other business units across various industries are now collectively referred to as part of The Rowmark Group (TRG).
With the business’s 50-plus-year history, one constant has been serving retailers with contemporary solutions.
“Johnson Plastics Plus has always been a company that evolves right alongside our customers,” contends Mike Johnson, strategic growth sales manager at Johnson Plastics Plus. “In the early 1990s, Johnson Plastics fully embraced sublimation, based on customer feedback and trends.”
Using Feedback to Expand
That response to customer feedback turned the company into one of the first to offer a complete line of equipment and blanks for sublimation technology.
That evolution continues today, as Johnson Plastics Plus has embraced newer technologies like UV-LED, direct-to-film (DTF), and direct-to-garment (DTG) printing.
“That being said, we continue to look for new and innovative products and materials in laser and rotary engraving, sign making, and other personalization methods,” adds Johnson.
Consistency, Quality, and Innovation
One of Johnson Plastic Plus’s most popular products from its extensive array is its engravable sheet material. It’s used by awards and personalization retailers for a range of customizable recognition products.
Johnson says that popular products such as the engravable sheets, which retailers order daily, have led the company to rely on its team of trained professionals to direct buyers to the right products for their applications.
“One thing that became a hallmark for Johnson Plastics in the early days was having a team of trained professionals who could support the products and equipment being sold,” adds Johnson. “The company has always been focused on being a source of information and help, not just a distribution and sales point.”
That customer-focused spirit is reinforced by an Advanced Support Team that thoroughly tests and vets all new products and equipment before launch. Through extensive vetting, Johnson says customers can count on reliable support from company employees, along with comprehensive technical documentation, product templates, and live support, including installation assistance when needed.
Materials, Applications, and Innovation
As retailers’ demand trends shift, Johnson Plastics Plus has noticed a growing number of customers who are more conscious about the materials they choose for products. In particular, eco-conscious and sustainable products have become a larger draw for the company’s customers, so it has followed suit.
“Rowmark introduced EcoMark, which was the first engravable sheet material made from postconsumer recycled content,” states Johnson. “That was a major engineering breakthrough, and one that the team was very proud of.”
Additionally, the company is developing new product lines, such as DurMark, which is made of materials that withstand the elements and harsh environments, increasing product lifespan and reducing landfill waste.
Johnson says the environmentally friendly focus complements many of Johnson Plastics Plus’s production approaches.
“We’ve always taken great pride in our closed-loop manufacturing process and environmental stewardship, and we think our customers appreciate that,” he adds.
This past year, Rowmark received the IADP Environmental Excellence Silver Award, which recognizes manufacturers who demonstrate commitment and results with environmental and sustainability programs.
Finding the Right Substrates for Customers
Johnson says retailers choosing compatible materials for their equipment is about more than optimal printing; it’s also about safety. On each product page, the company uses a set of icons to indicate which substrates are compatible.
For example, the letter S in a circle indicates that the product is compatible with sublimation. Other icons indicate details such as outdoor use and UL 94 standards. Product pages also include downloadable documentation, so retailers have the full scope of product information.
One standout retailer recently caught the company’s eye. The retailer contacted Johnson Plastics for guidance on replacing their customers’ ADA-compliant signage, as they had never produced ADA-compliant signs.
“Since ADA signage is something both Rowmark and Johnson Plastics Plus have extensive long-term experience with, we were able to get them started with our free ADA Sign Making guide,” says Johnson.
Company representatives provided extensive support and product consultation, along with a video tutorial on producing ADA signage, to help the client. Overall, Johnson says the retailer was extremely happy to have all the products and answers in one place, and they’ve now opened a new revenue stream for their business.
“We really pride ourselves on being a full-service partner in being able to help from concept to the finished project that gets delivered to their customer,” he stresses.
The company’s YouTube channel, in particular, features extensive resources like how-tos, product overviews, and installation guides to help retailers every step of the way.
Maintaining a Network
In addition to extensive customer resources and a well-trained support team, Johnson Plastics Plus bolsters its support with multiple distribution locations across nearly all of the United States, offering next-day and three-day shipping.
That extensive network also offers fabrication services for custom-cut blanks, helping customers reduce production time and take on larger jobs.
“For example, if a customer gets an order for 1,000 name badges and that volume is a little outside their normal production capabilities, we can cut the blanks for them, and they can add the personalization for their customers,” Johnson explains.
What to Watch
With a reputation for adaptability, the company encourages retailers to adopt a growth mindset focused on their customers. Currently, Johnson says they could explore new color palettes with Pantone’s Color of the Year, add lighted elements, and use mixed media in projects, such as laser-cut and engraved pieces with sublimated or UV-printed images.
“With the cost of personalization equipment dropping, such as small-format lasers and sublimation printers, many customers now own more than one personalization method in their business,” Johnson states.
For retailers interested in expanding into categories such as ADA signage, Johnson Plastics Plus and Rowmark offer educational resources to help them understand compliance requirements and production techniques, including breaking large panels into modular sections, planning mounting and installation early, and understanding how materials work together when mixing substrates to help avoid costly rework later.
“Multilayered engraved plastics from manufacturers such as Rowmark and IPI, high-contrast ADA substrates, and purpose-built sheet goods can reduce finishing time and improve consistency,” adds Johnson.
Looking Ahead
As the company looks ahead, maintaining a customer focus remains steadfast.
“We begin every internal meeting with the phrase, ‘How does what we’re about to discuss today benefit the customer?’ ” says Johnson. The team uses that question to frame discussions on the types of products or company improvements they’d like to make.
In recent years, Johnson Plastics Plus has developed partnerships that provide its clients with a competitive advantage through equipment and supplies. That includes small-format laser and rotary-engraver manufacturers, as well as companies such as Epson, which offer sublimation, direct-to-garment, direct-to-film, and UV flatbed printers. This year, Johnson says the company will be sharing more significant partnership updates.
“Customers can count on knowledgeable support from the moment we offer a product on our website,” notes Johnson. “They’ll be met with a full complement of technical support representatives and documentation.”