Cutter & Buck CEO recognized for leadership in B2B eCommerce, digital transformation, and distributor-focused fulfillment innovation.
Cutter & Buck is proud to announce that CEO Joel Freet has been named a finalist for the 2026 B2B eCommerce Leader of the Year award at the B2B eCommerce Industry Awards Americas. The recognition reflects his leadership in connecting digital ordering, inventory, automation, decoration and distribution into a more effective experience for wholesale partners and promotional products distributors.
Joel joined Cutter & Buck as an intern in 1999 and became CEO in 2014. His experience across the business helped shape a practical approach to B2B digital transformation: technology should simplify how customers purchase, improve product availability, and help partners serve their own customers more efficiently.
That approach has accompanied measurable growth. Cutter & Buck's North American promotional products sales increased from $54 million in 2021 to $89 million in 2025, according to ASI's Counselor Top 40 reporting. The company's rise in the 2026 PPAI 100 rankings also reflects its progress across the industry.
Cutter & Buck has invested in an integrated B2B eCommerce model designed to reduce friction at every step of the order process. Through CBCorporate.com and partner integrations, wholesale customers can access apparel, inventory information, ordering tools and fulfillment support.
Cutter & Buck's Washington fulfillment operation uses AutoStore automation powered by Kardex. Case studies report a roughly 60% reduction in labor required for peak fulfillment volumes, helping the company process orders more efficiently while supporting complex wholesale workflows.
On October 7, 2026, Cutter & Buck celebrated the opening of its new Dallas Fulfillment Center in Grand Prairie, Texas, expanding inventory and distribution capacity. Read the Dallas Fulfillment Center announcement.
Joel has shared practical lessons on distributor relationships, electronic purchasing, fulfillment automation, AI and branded apparel in industry interviews. The episodes below link to their official listening pages. Verified embeddable video recordings have not yet been located.
A conversation about connected distributor workflows, robotic fulfillment and AI-supported inventory forecasting. Watch or listen on commonsku.
Joel discusses leadership, print on demand, business automation, supply chains and sustainability. Listen to the ASI episode.
A discussion on premium branded apparel, responsible sourcing and lasting customer value. Listen to the episode.
This finalist recognition is a reflection of the teams and partners who continue to advance Cutter & Buck's wholesale service model. As B2B buying needs evolve, the company remains committed to digital tools, reliable inventory and efficient fulfillment that help distributors build stronger businesses.