Behind the Print: Introduction to The Hamilton Group LTD
Welcome to the latest episode of Behind the Print, where we bring you the creative stories of industry leaders shaping the world of professional printing. In this episode, I sit down with Gunnar Hamilton, CEO of The Hamilton Group LTD, to discuss his journey from expanding a small postcard company to building a renowned, third-generation family business. The Hamilton Group LTD connects with audiences through a wide range of souvenirs and gifts, specializing in locally inspired products that celebrate the Rocky Mountain region and create lasting memories for travelers.
Below, you’ll find the transcript of our conversation, edited for clarity to ensure easy reading. If you want the full, authentic experience, make sure to check out the video attached at the end of this post.
6-minute read
“”If we didn’t have a catalog, our business would be much smaller. The catalog has been one of the most effective marketing tools we have. For our type of business, it is much more effective and important than a social media presence.” – Gunnar Hamilton, CEO of The Hamilton Group LTD
Transcripts from Behind the Print with The Hamilton Group
Zoe Fisher: Welcome back to Behind the Print Podcast, where we feature industry leaders and uncover the creative minds and their businesses within the world of professional printing. Our mission is to provide inspiring, actionable resources that elevate your business projects and accelerate your journey to excellence in profit and print.
Today’s episode introduces The Hamilton Group, a Montana-based, third-generation family-owned business specializing in wholesale souvenirs and gifts. They focus on products across the Rocky Mountain states and national programs. I’m here today with their CEO, Gunnar Hamilton.
Zoe: Gunnar, how are you?
Gunnar Hamilton: I’m doing very well, glad to be here.
Zoe: Great to hear! So, what inspired your family to start The Hamilton Group?
Gunnar: Years ago, a small postcard company near Glacier National Park was for sale, and we purchased it. We expanded from postcards to all kinds of souvenirs you might find in an airport gift shop—cups, magnets, shot glasses, and more. Over time, we built friendships with our customers and maintained a high standard, which has kept our business and customers happy.
Zoe: As a third-generation family-owned business, who does The Hamilton Group mainly serve?
Gunnar: We exclusively serve retailers, like small independent gift shops, midsize to small airports, and National Park concessionaires. We stay away from big-box stores like Walmart or Target, focusing instead on local and independent retailers. This approach keeps our products out of heavily discounted sales aisles, which our customers appreciate.
Zoe: That’s a huge perk. What are some preferences of visitors when it comes to your products?
Gunnar: We don’t operate a direct-to-consumer store; instead, we supply retail stores. When a consumer visits a gift shop, say in Yellowstone, they’ll find a broad array of souvenirs like stickers, magnets, and shot glasses. PrintingCenterUSA has been printing our catalog, Montana Glacier Book, for about 15-20 years, helping us showcase products to retail buyers.
“We’re not selling insurance. We’re not selling health equipment, you know, it’s just souvenirs. They’re supposed to bring a smile to everyone’s face that’s buying them. It is fun to design everything.” – Gunnar Hamilton, CEO of The Hamilton Group LTD
Zoe: So, the catalog is like a selection tool for retailers?
Gunnar: Exactly. Retailers use it to place orders with us, whether by phone, email, or our website. It’s a valuable print media tool for us.
Zoe: In an industry where print catalogs are becoming rare, why do you think your catalog remains popular?
Gunnar: The souvenir industry is close-knit with few wholesale companies like ours. Unlike other sectors, our retail buyers prefer physical catalogs they can mark up and refer back to. It’s one of our most effective marketing tools, even more so than social media, as we only need to reach shop owners rather than end consumers.
Zoe: Do you feel this B2B catalog gives you an edge over competitors?
Gunnar: Absolutely. We update our catalogs throughout the year, which keeps our retailers informed. While mass emails work, many retailers prefer a tangible catalog for making notes and shopping. PrintingCenterUSA consistently delivers high-quality catalogs that can withstand being used all year.
Zoe: How do you approach the design and layout of your catalogs?
Gunnar: I design it myself, and it’s a lengthy process to get everything right before the new year. Organizing 170 pages by product category, from top-demand items to lesser ones, requires thorough checking of model numbers, prices, and details.
Zoe: Balancing multiple roles as a business owner can’t be easy. How do you manage?
Gunnar: In a family business, you wear multiple hats by necessity. Whether it’s marketing, sales, or customer service, we handle it directly, so if there’s an issue, we address it ourselves instead of passing it along.
Zoe: What major milestones or projects have defined The Hamilton Group?
Gunnar: Recently, we obtained a license to manufacture and sell Smokey Bear products through the U.S. Department of Agriculture. This has allowed us to offer items like coffee mugs and patches that resonate with outdoor-focused retailers in the Rocky Mountain area. Another popular line is our Bigfoot product range, which includes everything from shot glasses to plush toys.
Zoe: What’s next for The Hamilton Group?
Gunnar: We’re focusing on expanding into core markets and filling gaps where we’re not yet present, like in Alaska and the Pacific Northwest. Ensuring our markets are well served is a priority.
Zoe: With the wide variety of products you offer, what challenges are you facing?
Gunnar: One major challenge is keeping prices stable amid rising costs and tariffs, especially on imported goods. We try to absorb as much as possible to avoid passing those costs on to retailers, keeping souvenirs affordable for consumers.
“Our business is built on relationships and keeping those relationships good and healthy is the key to business.” – Gunnar Hamilton, CEO of The Hamilton Group LTD
Zoe: What advice would you give to someone starting their small business?
Gunnar: Think big but start small. Focus on serving your local market first, then expand. Building strong relationships with core customers is essential, as it’s the foundation of a successful small business.
Zoe: That’s valuable advice. Is there anything else you’d like to share?
Gunnar: I want to acknowledge PrintingCenterUSA. Their fast turnaround and willingness to go above and beyond for emergency orders have been invaluable to us. Whether I need catalogs shipped to Atlanta or Seattle, they always deliver.
Zoe: We’re happy to support you. Lastly, how can listeners connect with The Hamilton Group?
Gunnar: You can visit us at HamiltonGroupLTD.com to explore our product line, place orders, and even customize items. When you call, you’ll speak directly with a team member from our Montana office.
Zoe: That’s a wrap on today’s episode of Behind the Print. If you enjoyed this episode, check out our sample packs at PrintingCenterUSA.com and share with fellow business enthusiasts. Until next time, keep those creative sparks flying!
Order Today!
From custom catalogs to scenic postcards, Gunnar Hamilton brings meaningful connections to life through The Hamilton Group LTD. For Gunnar, we have been a trusted partner in helping turn his vision into high-quality, sales print products that resonate with both travelers and gift shop customers. Whether it’s a souvenir, catalog, or other printed item, you can bring your brand to life with custom printed products. Order today! Order today!
