Arandell Corp. Names Hoffman its New President

MENOMONEE FALLS, WI—Arandell Corp., which specializes in catalog printing and omni-channel solutions, has announced the appointment of Brad Hoffman as president. Hoffman also serves on the board of directors of Arandell, and brings more than 30 years of relevant industry experience to his new role, having previously served as CFO of Arandell.

Hoffman assumes the position previously held by James Giencke, who had served as president of Arandell since 1974 and announced his retirement effective Sept. 30.

"We welcome Brad's experience and leadership to direct the organization," said Don Treis, chairman of the board of directors. "In his new role as president, he will be responsible for addressing strategic initiatives, overseeing overall company operations and sales, improving gross margins and continuing profitable growth. His results-oriented approach and ability to think strategically will play a pivotal role in extending our track record of innovation, while helping us grow profitability."

Hoffman also adds that Arandell is at the forefront of planning, production and distribution of catalogs. By combining Arandell's printing capabilities with the company's marketing and mailing solutions, it is able to integrate and disseminate its clients' message through all marketing channels.

"I am excited to be part of the new Arandell, building on one of the printing industry's great brands and fully exploiting the opportunities in commercial printing, logistics and multi-channel solutions," Hoffman said. "A key value we bring is our ability to assist our clients in measuring the impact the catalog has across all channels and of course our clients' customers. We can clearly demonstrate that the catalog has a quantifiable positive effect on sales in other channels, including over the internet."

Hoffman has prior experience in leading and transitioning companies. Before joining Arandell Corp., Hoffman held several executive leadership positions at Perry Judd's, a Wisconsin-based magazine and catalog printer. Earlier in his career, Hoffman was CFO of Putman Media and the American Society for Quality. He began his career as an auditor at the accounting firm of Price Waterhouse.