Our History
Humble Beginnings.
Rainbow Distributors was launched on April 19th, 1976 by friends and partners Nels Leavey and Herbert “Herbie” Schwartz. In those early days, Nels and Herbie bootstrapped their company, working long hours, chasing every lead, and servicing stores themselves.
Things didn’t always go according to plan back then - like the time the time the back door of their cargo van filled with bouncy balls randomly opened on the highway. Or when they showed up to a Chicago tradeshow in the middle of the winter with in windbreakers.
But they kept going, and always managed to find humor in the arduous struggle to build a sustainable business.
Back then, Rainbow operated out of an office & warehouse space on Aylesbury Road in Timonium, Maryland. Family was a big part of the culture at the company in those formative years. As Nels and Herbie grew the business, their kids were often seen running around the warehouse.
Nels and Herbie may not have realized it then, but those moments were laying the foundation for a company that would not only grow to become a fixture in the the industry, but also one that maintains that same family-centric ethos to this day.
Nels Leavey
Nels and Herbie made a lot of progress in the years that followed those harrowing first steps.
In the early 80’s, several independent stores took notice of Rainbow, and no project or opportunity would be too small.
Of course it was a tough business to navigate in those days (and perhaps little has changed in that respect), but they continued to enjoy incremental growth each year, fueled by their determination to go above and beyond in service of their customers.
The pair would travel the country in search for new products to bring to market, and new relationships to forge. Many of those products and relationships are still a critical part of our company today. Nels and Herb workshopped new ideas and got creative, developing unique programs they thought might make a difference for their customers.
But to differentiate themselves, Nels and Herbie were convinced that delivering the highest standard of customer service in the industry was what would truly set them apart.
Herb Schwartz
The years that followed have been marked by triumph, tribulation, and most of all reslience.
Hard work and good fortune has allowed Rainbow gain a strong foothold in the industry in the years since. But it has never been easy.
Some customers have had more staying power than others. Economic and social conditions have evolved. So too has US trade policy. Often as things appear to be booming, a key customer account would go under. Then, when things seemed darj, a bit of good fortunate would come our way. Things in our industry really do turn on a dime, and Rainbow Distributors is no exception.
The lessons learned over these many years have have given Nels and his leadership team at Rainbow perspective; To never get too high, or too low. To remain humble. To serve our customers to the best of our ability. And to do right by them, always.
Our customers know they can count on Rainbow Distributors to be honest, transparent, and to act in their best interests, even at times out the expense of our own. That is what true partnership is all about.
Generations of dedicated, hard-working employees helped push us to new heights.
It takes a team of dedicated, selfless employees to not only keep our customers’ happy, but to build a culture that lives up to our company’s ideals and values.
Rainbow Distributors is defined by the wonderful people who have passed through our doors over the years. People like Danny and Rich, Reggie and Conrad, Shannon and John, Karen and Karen. Many of our employees have never left; Others find their way back after years away.
In the end, our success - and the success of our customers - starts with our people. Dedicated people working in the office, in our fulfillment hub, and out on the street in service of our customers, and our ideals.
These people make an emotional investment in the our success and in the success of our customers. We wouldn’t be where we are without them, and because of them, our future remains bright.
