You've seen the trucks. They are hard to miss, honestly. Bright yellow and red, sporting a guy with a handlebar mustache who looks like he just stepped out of a 19th-century barbershop quartet. If you live in the Northeast or Mid-Atlantic, that logo is basically part of the landscape. It’s a weirdly specific brand. But the question "Who But W.B. Mason" isn't just a marketing slogan anymore—it’s become a bit of a regional riddle.
Is he a real person? Is the company just a smaller version of Staples? Why is there a 45-star flag on the side of the truck?
Most people assume the brand is some corporate invention designed to look "retro" because vintage is cool. That’s only half-right. The history of Who But W.B. Mason is actually a strange mix of genuine 1890s roots and a desperate 1980s marketing gamble that probably shouldn't have worked.
The Man With the Mustache
William Betts Mason was a real guy. He wasn't a cartoon or a paid actor. Born in New Zealand in 1865, he eventually landed in Brockton, Massachusetts.
In 1898, he started a company that made rubber stamps and stencils. Back then, Brockton was the shoe capital of the world. If you were making boots, you needed stamps. Mason filled that niche. He was a local businessman, a tenor in a barbershop quartet, and a Freemason. He ran the shop until he died in 1912.
The portrait you see on the trucks today? That’s actually him. It’s based on a real photo from his singing days.
For decades after he passed, the company just... existed. It stayed small. It was a local Brockton business that eventually started selling office furniture and paper. It wasn't a "powerhouse." By the early 1980s, they were doing okay, but they weren't exactly a household name.
Where "Who But W.B. Mason" Actually Came From
The slogan didn't appear until 1986. That’s the part that surprises people. For almost 90 years, they didn't have the "Who But" branding.
At the time, the company was being led by Leo Meehan, Steve Greene, and John Greene. They were facing off against massive big-box retailers. They needed a way to look different. They hired an ad guy named Paul Steven Stone.
Stone basically looked at the company’s history and decided to lean into the "old school" vibe. He took the founder’s portrait and framed it with two American flags.
Look closely at the logo next time you’re stuck in traffic behind one of their trucks. The flag on the left has 45 stars. Why? Because that was the official U.S. flag in 1898 when W.B. started the shop. The flag on the right has 50 stars. It represents the modern day. It's a subtle "then and now" nod that most people never notice.
The slogan itself—Who But W.B. Mason—was designed to sound like a challenge. Who else would deliver a single box of paper clips? Who else would bring a heavy oak desk up three flights of stairs?
It worked.
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The company went from about $20 million in sales in the early 90s to over $2 billion today. They became the largest privately owned office products dealer in the U.S. and they did it by doubling down on a guy who’s been dead for over a century.
The "Dunder Mifflin" Parallel
If you’ve ever watched The Office, you might feel a sense of déjà vu looking at W.B. Mason. There’s a reason for that.
Business writers have often compared the two. Like Dunder Mifflin, W.B. Mason is a regional player that thrives on personal relationships. While Staples and Amazon dominate the digital "click and buy" space, Mason’s whole model is built on "the guy."
They have dedicated drivers. Real people who walk into your office, know where the breakroom is, and put the water jugs exactly where they belong.
It’s an expensive way to run a business. Most companies cut costs by using third-party shipping like UPS or FedEx. Mason doesn't. They own their fleet. Over 1,100 trucks. They want you to see the mustache. They want you to know the driver’s name.
Controversies and the "Blizzard" Battle
It hasn't all been smooth sailing and vintage vibes. You might have heard about the legal drama with Dairy Queen.
A few years ago, W.B. Mason started selling "Blizzard" branded spring water. Dairy Queen—rightfully protective of their famous upside-down treat—sued. They argued that people would be confused.
The case actually went to trial in 2021. In 2022, a judge eventually ruled in favor of W.B. Mason. The reasoning? People aren't likely to confuse a bottle of water sold to a business with a soft-serve ice cream treat sold at a mall. It was a weird, high-stakes battle over a word, but Mason kept their water.
Why They Still Matter in 2026
In a world where everything feels automated and "AI-driven," there’s something weirdly comforting about a company that still puts a guy’s face on a truck and promises "G.O.L.D. Star" service.
They’ve had to adapt, obviously. During the pandemic, they had to start delivering to homes because nobody was in the office. They’ve expanded into snacks, coffee, and even janitorial supplies. They aren't just the "paper people" anymore.
But the core remains the same. They sell the idea of a local partner.
Actionable Insights for Business Owners
- Lean into your heritage: Even if you aren't 128 years old, find the "human" element of your story. W.B. Mason isn't successful because they sell better paper; they're successful because they sell a personality.
- Owned Logistics: If your business relies on delivery, consider the "brand" value of your fleet. A branded truck is a rolling billboard that builds trust in neighborhoods.
- Personalization over Automation: In an era of chatbots, having a dedicated account rep or a consistent delivery driver is a massive competitive advantage.
The next time you see that handlebar mustache, remember it's not just a logo. It’s a 19th-century singer who became the face of a multi-billion dollar empire because a group of owners in the 80s decided that "old" was better than "corporate."
Key Takeaway: Focus on building a brand that feels like a neighbor, not a machine. Even in 2026, people still prefer buying from a person—or at least a company that acts like one.