4over Inc. : Gambling with Success

4over President Tina Hartounian and Zarik Megerdichian, the founder and CEO, focus on constant innovations.

The 4over football-themed booth at GRAPH EXPO 2011 in Chicago last month attracted many visitors.

Employees raise the flag on yet another 4over facility grand opening, this one in Phoenix.

That Megerdichian outlasted more than 5,000 other players in the Main Event is a miracle in itself. He eliminated professional player Faraz Jaka, sat alongside notable poker stars Josh Arieh and Doyle Brunson, and took in some sound advice from poker circuit good guy Daniel Negraneau.

But for Megerdichian, who had only been playing the game for a couple of years, it wasn’t the allure of fame or riches that drew him to Las Vegas. It was about stepping outside his comfort zone and challenging himself.

“It’s all about pushing my limits, seeing how far I can go,” he says, quite simply. It’s a philosophy that has certainly dictated his business career and, at times, the CMYK pattern in the company’s logo takes on the appearance of a target. Yet it doesn’t stop Megerdichian from putting more chips in the pot.

It’s not an exaggeration to call 4over the most well-known trade printer in the industry. The $78 million firm, which provides products such as business cards, post cards, greeting cards, plastic cards, envelopes, booklets, brochures, sell sheets and table tents to more than 59,000 trade customers, is certainly the most visible to-the-trade performer, with its bold advertising agenda and high-visibility booths at Graph Expo in Chicago (remember the Chicago Bulls cheerleaders’ appearance?) each year.

By the same token, it is certainly no exaggeration to say that 4over has one of the most prolific expansion platforms in the industry today, and that’s without the “trade printer” qualifier. 4over has facilities in seven states and Canada, having added new plants in Miami, Dallas, Phoenix, Chicago, Dayton, OH, Newark, NJ, and, most recently, Toronto, to its original California production base—all since 2007. A Seattle facility will be the next to come online.

Either no one bothered to tell Megerdichian that the industry is in the throes of a prolonged dry spell coming out of the recession, or the maverick executive views the current climate more winnable than an inside straight in poker.

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Comments
  • Sheila

    We have used 4over and they have a hard time being consistent with color. They very aggravating. They just did a job for us for the second time and they didn’t get the color right because they gang run. They were worried about another customers color and adjusted the color for the other job and screwed up ours. No concern for ours what so ever. We have had this happen many times before. Also we have heard they are not trade only and they have gone after customers that they printed the material for. ( the printer sent in a job, 4 over used the info from the job and contacted them to steal their business. They should not consider themselves to be trade printers allowing outside people to use their services. We have found a few companies that say they are trade only but they actually are not.

  • Sheila

    It is also 4over and vistaprint that is putting the small print shops out of business. We can’t compete with their prices. There are so many print shops going out of business it is crazy scarey for me as printer hanging by a thread in this economy. The sad thing is it makes these companies happy to see more and more shops close.