Sunday, July 19 – Tuesday, July 21, 2026 | 9am-5pm
DNA Sales – Powered by People 40th anniversary celebrates treasured relationships
Dennis Nemcek launched DNA Sales in 1986 at a crossroads moment. His two-year sales stint at The Bradford Exchange was ending, and he was contemplating his next move. With the urging of one of the many mentors he met along his professional journey, Nemcek took a leap of faith and formed the rep agency that bears his initials.
For many of those early years it was Dennis alone carefully cultivating a business acumen that focused less on product and more on people. Today, DNA boasts a team of 22 reps, a support staff of 12, two heralded showrooms, and a history that anyone in the specialty gift industry would be proud of. In July, the company will officially celebrate its 40th anniversary during the MIX Chicago Apparel & Gift Show, July 19-21.
Q & A with Dennis Nemcek reflecting on the past 40 years
What has DNA Sales come to represent to the specialty gift industry?
We are a group of individuals that actually care about the brands we represent and the customers we serve. For us, it’s all about relationship-building throughout every aspect of the business; this is truly the strength of the company.
From the beginning, I made a decision to work with people and vendors that I like. We have an impressive list of vendors that includes some A-listers for sure, but B and C vendors as well that are great to work with and care deeply about this industry. Of course, I want to work with vendors that run a good business, but I also embrace those who want to share their business
with others and create opportunities to move the industry forward.
What were some pivotal events throughout the 40 years that had a significant impact?
People are caught off-guard when I’ve mentioned the OJ Simpson trial, where DNA testing took center stage. Ironically, this attention provided our company with strong name recognition from all the reporting of DNA this and DNA that. Unintentionally, this helped remind people at various times they needed to order from us.
Another turning point was opening our first showroom in 1990 in Chicago’s Merchandise Mart. It came during turbulent times globally with the first Gulf war, and I had fears it wasn’t the right move. But its success led to the opening of other showrooms, and today our Western Chicago and Minneapolis locations have become real destination showcases.
As a self-described computer nerd, I’m proud to say that we were utilizing technology before just about anybody else in the industry. We were one of Brandwises’ (formally known as Showroom Solutions) first clients. Back then batch faxing, scanning, and printed order copies were high tech. Now part of MarketTime, this technology
enables online buying through our website with secure payment processing. Our team uses one of the most technologically advanced computer programs in the gift industry. These innovations have been gamechangers.
Who would you like to recognize as the company marks this special occasion?
I have been blessed to be surrounded by so many people who have been integral to the company’s success. This includes Back Office Manager Caroline McBride, Sales Manager Phil Fisher, Director of Showroom Operations Amanda Blanchette, Customer Relations Manager Sherry Lohr, Andrea Vann, who handles our marketing, Krystal Allen, Head of our Admins and Andrea Mohr, owner of Silver Lining Productions, which produces our Chicago shows every year.
I’ve always said I don’t want to lead from the top down; rather I want to lead from the bottom up. Through the hard work and dedication of my entire staff and our valued partners, and our loyal customers, it is my hope DNA Sales will continue to thrive for many years to come.
Main Office (800) 879-8588 Info@DNAsales.com
