Crypton
Company: Crypton, West Bloomfield, MI, USA
Entry Submitted By: Zeno Group
Company Description: Crypton, headquartered in West Bloomfield, MI, creates stylish fabrics that are moisture, stain and odor-causing bacteria resistant, yet soft, comfortable and breathable. Since 1993, the company has been a powerhouse in the hospitality and healthcare industry, with customers like PF Chang’s, Hyatt, McDonald’s, PNC Bank and Olive Garden, and has started to expand into the consumer space.
Nomination Category: Individual Categories
Nomination Sub Category: Best Entrepreneur – Non-Services Businesses – up to 2,500 Employees
Nomination Title: Randy Rubin, Co-founder
Describe for the judges the activities and accomplishments of the nominated entrepreneur during the eligibility period (up to 500 words):
For more than 18 years, Crypton, Inc. has set the standard for eco-friendly performance fabrics with technology that transforms ordinary fabrics to do the impossible: fend off stains, eliminate odors and repel germs.
Randy Rubin, co-founder of Crypton, used her marketing knowledge to grow her business. She has single-handedly expanded the sales potential of Crypton’s mills with creative and effective marketing programs, and ensures that Crypton’s distributors and partners receive the same support.
As a result, Crypton is a commercial powerhouse because the fabric is stain, liquid and odor-causing bacteria resistant. With customers like McDonald’s, Olive Garden, PNC Bank and Hyatt, consumers became familiar with Crypton. Interior designers started to receive requests from consumers for Crypton, and Randy watched as these fabrics took hold in the residential marketplace, organically growing to represent 30% of its business in the past year. As an entrepreneur, Randy recognized this was a huge opportunity for her business, and realized now was the time to turn Crypton into a household name.
While the company entered into the home space with juvenile and pet products, from pet beds to nursery rockers, Randy was ready to make a bigger splash. Randy looked to hire one of the best minds in the furniture industry to connect with manufacturers. In the summer of 2011, Randy worked alongside Jack Eger to secure more than 15 manufacturers to work with Crypton Fabric and incorporate this stain and liquid-free fabric into their furniture designs.
To amplify the announcement of this home division, Randy spearheaded the marketing efforts. She named this division of Crypton, CryptonHome, creating the tagline “Now You Can” to signify that consumers can now have fabric that’s easy- to-clean, from do-it-yourself type projects with fabric at Jo-Ann Fabrics, to couches
from furniture manufacturers. Randy was responsible for providing the creative direction for the CryptonHome logo. CryptonHome will unveil at High Point this year, one of the largest industry trade shows.
With consumers as the target for CryptonHome, Randy wanted to become top of mind and turned to Facebook. While her Facebook fan page for Crypton had about 700 design enthusiast fans, she wanted to make it even bigger. To generate brand awareness, Randy decided to host a giveaway, where 5,000 fans could share their messy moments, or essentially times they could have used Crypton, and in return receive a free travel case made from Crypton fabric, allowing fans to see the power of Crypton. Launched September 23, Randy watched as the fan page received 25,000 new fans in 24 hours, many of which were being introduced to the brand for the first time.
Outside of the office, Randy is an industry contributor, serving on the International Advisory Board for the Nature, Culture and Design 2015 project since July 2010. Randy is instrumental in assisting with one of the world’s largest mixed-use development projects being planned on the outskirts of Seoul in Guri City.
List the URLs (web addresses) of any online news stories, press releases, or other documents that you would like the judges to see that support your entry. IMPORTANT: List each URL on a separate line, begin each URL with http://, and enclose each URL in square brackets. For example, [http://www.yourcompany.com/pressrelease.html]:
http://www.facebook.com/cryptonhome
http://www.nj.com/homegarden/entertaining/index.ssf/2011/09/live_with_style_and_pets_when.html
http://www.naturalhomeandgarden.com/green-decor-and-design/healthy-green-design-kid-friendly-furniture-fabrics-flooring.aspx
http://www.fandfi.com/story/crypton-names-jack-eger-vp-sales
http://www.hdmag.com/hospitalitydesign/industry-news/Guri-World-Design-Ce-4719.shtml
http://www.kansascity.com/2011/09/10/3124720/creating-a-pet-friendly-pad.html
Provide a brief biography of the nominated entrepreneur (up to 100 words):
Randy Rubin, co-founder of Crypton, spearheaded the company’s marketing initiatives, creating an international brand with 92% awareness among contract designers for a product type previously unknown.
Previously, Randy authored and implemented numerous award-winning corporate programs, for General Motors and Kmart. She developed “Strategies for Success,” the country’s largest career conference for women.
A supporter of women’s rights, Monthly Detroit voted Randy one of the 50 most influential women in Michigan. A former teacher, she authored a career planning book for Michigan students and has served on the Governor’s Task Force on Teenage Self-esteem.