We’re on a mission to make merch ordering easier than ever with our Online Storefront feature. No more chasing down sizes, payments, or order forms every time your team needs new gear. Instead, imagine one organized place where employees can select their own holiday gift from a thoughtfully curated collection—simple, streamlined, and stress-free.
We recently caught up with Lauren Binford, Vice President of Alternative Roofing Systems, for our newest Shop Talk feature to explore what truly matters to their company culture and values, and how an online storefront has transformed the way they approach the holiday season.
ROOFING DONE RIGHT
Since 1982, Alternative Roofing Systems has proudly served King and Snohomish counties, specializing in commercial and residential flat roof systems. The company is particularly known for its expertise in Duro-last PVC roofing, with nearly 20 million square feet installed—a testament to the team’s trust in its long-lasting performance.
At the heart of the company is a dedicated team deeply rooted in the local community. Many employees grew up in the area, attended Snohomish High School, and have been part of the Alternative Roofing Systems family for 10 to 30 years. The company is intentional about creating roofing careers, not just roofing jobs—empowering team members to view every project as the start (or continuation) of a lasting relationship, not simply another task to complete.
In recent years, community engagement has become a central focus. Instead of simply writing checks, the team chose to show up and get involved firsthand. From volunteering at local events to supporting organizations like the Snohomish Senior Center and the Downtown Historical Society, Alternative Roofing has made meaningful connection a priority. As Lauren Binford shared, this people-first mindset is foundational to their culture:
“You can’t train an employee to care. It’s about building a team who naturally cares about what they do each day and embodies our core values — team members who are willing to nurture relationships, some having been made long before their time with us.”
HOLIDAY PARTY MADE EASY
Alternative Roofing Systems first connected with Screen Printing Northwest while planning their company holiday party. The owners have always prioritized high-quality gifts for their team, such as durable Carhartt jackets, but over time employees expressed a desire for more choice—something they truly wanted, rather than receiving the same style year after year.
That feedback sparked the creation of their custom online storefront. Using Screen Printing Northwest’s storefront feature, Lauren and her executive team curated a thoughtful selection of branded
apparel and hats, including weather-resistant outerwear, rain jackets, performance shirts, and polos. Lauren worked closely with our designer Erik to ensure the collection reflected their brand colors and included options for everyone—especially women, who are often underrepresented in this industry. While Erik remained highly organized throughout the process, he was also collaborative and flexible, carefully listening to Lauren’s vision for what would best serve her team.
When the holiday celebration arrived, each team member received a stipend to spend in the online store, giving them the freedom to select items that matched their style and needs. The team even extended a friends-and-family discount, allowing loved ones to show support and feel connected to the Alternative Roofing community.
The storefront was such a success that Alternative Roofing Systems is opening another one again this year.
WORKING WITH SCREEN PRINTING NORTHWEST
Lauren Binford shared high praise for Screen Printing Northwest for helping her create a meaningful merch program for their team. She highlighted how co-owners Taylor Baehm and Jerry Barhanovich always take the time to dive into the details with every customer, regardless of order size, and are quick to take ownership should any issue arise.
Lauren shared:
“The fact that you stopped what you were doing to get me some detailed information I needed so quickly…again, it’s one of those things you can’t teach: either somebody cares or they don’t care. You make us feel like it doesn’t matter if we’re large or small in our purchasing decisions—you guys take care of us no matter what.”
Before reaching out to Screen Printing Northwest, Lauren had worked with a local supplier that was not responsive to their needs in the way they needed. In contrast, Taylor responded immediately to her inquiries and helped get everything organized, from initial planning to carrying boxes out to the trucks. While Alternative Roofing could have worked directly with their roofing material manufacturer for lower-cost merch, the limited selection and lack of creative control made the decision clear. By switching to Screen Printing Northwest, Lauren regained that control—valuing the responsive communication, broad selection, and attention to detail.
Lauren emphasized that while branded apparel may seem like a small detail, its impact on team professionalism is significant:
“You don’t really think about how valuable apparel is until you see everybody on your team in a company shirt and they look uniform and presentable. There’s a certain level of respect that comes with that, and it’s a really important piece of the equation as to how your business is represented.”
