4over Inc. : Gambling with Success
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.