Awards July 24, 2025
Counselor Top 40 Distributors 2025: No. 17 DiscountMugs.com
Counselor’s exclusive ranking of the distributors with the most revenue in the promo products market.
DiscountMugs.com
(asi/181120)
Company Snapshot
Revenue figures are in $millions
Previous Rank: 17
2024 Revenue: $172.3 (Estimate)
2023 Revenue: $172.3
Year-Over-Year Difference: 0.0%
2022 Revenue: $172.3
Top Company Officer: Diego Abril, CEO
Year Founded: 1995
Headquarters: Skokie, IL
Counselor estimates that sales were flat for the Florida-headquartered firm. In May, DiscountMugs.com’s parent company, BEL USA, appointed a new CEO, Diego Abril, who comes to the C-Suite with financial and operational leadership experience at consulting firms and private equity-backed businesses. He was most recently CEO of writing instrument supplier A. T. Cross Company (asi/39552). Alan Tabasky, former chief supply chain officer at BEL USA and Sai Koppaka, former BEL USA CEO and Counselor’s 2020 Technology Executive of the Year, are no longer with the company.