ISSA Today Archives • January-February 2024 • Member Spotlight

In the vast and diverse world of ISSA member organizations, each one is like a unique fingerprint, leaving its distinct mark on the industry. One such member is AFFLINK, a company that has been making waves for half a century.

Who is AFFLINK? “Well, it’s not a duck, that’s for sure,” said Michael Wilson, president and CEO of the company, referring to the famed mascot of a similarly named insurance company. “I started almost 20 years ago here, and I’m still trying to get rid of that silly duck comparison.”

AFFLINK is a complex procurement and supply chain solutions provider that has been in operation for fifty years. It is known as the “home of the independent distributor” and is now considered one of the most extensive and diverse organizations of distributors in the United States.

AFFLINK, its rich history beginning in 1973, emerged during a time when supply chain management needed disruption. The founders envisioned a new approach—one that would unite industry leaders, foster innovation, and transform procurement practices.

Having first started out as a buying group, AFFLINK has totally transferred over to so much more today. It is now one of the largest and most diverse networks of distributors in the United States. “We’re 50 years old as a company this year,” Wilson proudly stated in a recent interview on Straight Talk. “This is pretty amazing when you think about the lifespan of organizations today.

“There’s always a story behind a name. We began as affiliated paper companies, starting with a paper janitorial house,” Wilson continued. “Over time, our channels expanded, and we decided to keep a little bit of the past with the affiliated name but also explain what we do, which is linking our distributor members with our vendor partners. So, we smashed the two together, and voilà, we have AFFLINK. What’s funny about that is it was probably 1999, and we had just started our national account business, and we had a URL, which was a big deal in 1999. It was afflink.com, and that was the order entry portal for our national accounts. Since we already purchased that online real estate, we simply decided to stick with that name, and it’s been that way ever since.”

Fifty years later, the expansion of AFFLINK, with now about 600 distributor- members in the United States, has provided products and services for many industry sectors, including jansan, packaging, food service, health care, hospitality, commercial, and even government, amongst others.

AFFLINK can be thought of as an acronym that encapsulates the company’s core mission and values. Each letter carries significance. Let’s break down the acro-nym AFFLINK and explore its purpose and vision:

A: Stands for “Allegiance,” emphasizing collaboration and partnership where everyone in the supply chain wins. It signifies the strength that comes from working together, forming alliances, and fostering cooperative relationships.

F: Represents “Flexibility,” highlighting the fact that it is not a one-size-fits-all organization. This underscores AFFLINK’s investment in programs and services designed to help all its members grow and compete, and proves its commitment to being the “home of the independent” regardless of what industry or segment is served.

F: Can also symbolize “Freedom,” signifying the liberation from traditional ”buying group” constraints. AFFLINK aims to set new standards that create sustainable growth for its partners by empowering them with transformative solutions that break free from conventional limitations.

LINK: Unites these concepts and customers, emphasizing collaborative, fact-based communication. The link represents the interdependence of all elements, where the goal is to harness the power of the entire AFFLINK ecosystem.

In summary, AFFLINK’s name encapsulates its mission: to be the central element in a powerful network of collaborative partnerships, connecting each to drive growth and offer differentiation through innovative, data-driven solutions.

So, what exactly does a procurement and supply chain solutions provider do? What if a company like AFFLINK wasn’t there? What would that mean to companies buying products now? How much of a disadvantage would they be in?

“What we bring to the table from a value standpoint is that 50 years ago, we realized that a rising tide could lift all boats. Many independents were small and regionally based, so we aimed to leverage the collective power of likeminded individuals from all parts of the country. By aggregating their spending and sharing best practices, we could help them differentiate themselves in their local markets and compete better on a national scale. We make a difference for all those independent distributors out there,” Wilson explains.

AFFLINK has revolutionized the supply chain. It is an essential source of industry data, resources, information, intelligent procurement technologies, and even training and education. It represents an immense, innovative network of suppliers and distributors in our industry. AFFLINK’s website claims it “provides the tools, technologies, industry expertise, and e-commerce solutions” its customers “need to optimize procurement processes, standardize service quality, and deliver exceptional customer and employee experiences.”

AFFLINK is proud of being an innovator in the marketplace. Wilson shares this highlight: “We developed our e-commerce platform from the ground up, offering it as a service to our distributors when that wasn’t common in the industry. Today, we still host e-commerce sites for a large portion of our members. Another point of pride is our diversification. We’ve expanded beyond facility maintenance into industrial packaging, office products, and more, offering a comprehensive bundle of products for any end user. This diversification not only benefits our members but also lowers the barrier of entry for those looking to get into alternative channels. These milestones have made a significant impact on our business over the years.”

AFFLINK must be all about exceptional teamwork to achieve all of this. Wilson verifies this by saying, “Our team is the cornerstone of our success. We sit in a unique position in the supply chain industry, with distributors, suppliers, and customers as stakeholders. We do not have hard assets, only people. So, it’s all about collaboration and transparent, fact-based communication. We invest in experts for each stakeholder group to ensure we deliver the value they need. Trust is vital, and we aim to build a team that shares our passion for collaborative communication and applies it every day.”

AFFLINK is also dedicated to educati ng the industry through its content. What drives them to create such valuable content? “It’s simple—start with the end user in mind and work backward,” explains Wilson. “We want to provide content that matters to our customers’ customers. By addressing their concerns and offering insights, we can make a real impact for our members. That’s why we invest ti me, energy, and resources into creating meaningful content that goes beyond the distributor/supplier relationship, and gets at the heart of what matters to the street. That’s where everyone wins.”

AFFLINK is known to be the “home of the independent distributor.” What does that mean, and why is it essential? Wilson clarifies it for us: “Being independent is a badge of honor. We support the independence and entrepreneurial spirit of our members. We see a future where independence thrives, where small and mid-sized distributors can hold their own against bigger competitors. It’s not about taking away the big guys; it’s about ensuring that independents have a seat at the table and the tools to compete. Our goal is to provide them with the resources they need to be exceptional in an industry that is rapidly becoming prescriptive.”

AFFLINK has been a strategic member of ISSA for the past 27 years. ISSA and AFFLINK work together well, and each values this partnership. Wilson admits that a large part of its success over the decades has been due to its affiliation with ISSA. Both organizations have the same end goal – to help the industry remain successful.

The two organizations share a lot of knowledge and continue to invest in education, leadership, and bringing new people into the industry. Like ISSA, AFFLINK plans on being around for another 50 years and more.

This important industry becomes a better place when all companies within it pitch in and contribute. AFFLINK is proud of what they do and what they bring to the market. It will continue to strive to be exceptional in everything it does, now and in the future. But working together is the winning recipe for success. The end result is something we can all be proud of.