Counselor’s exclusive ranking of the distributors with the most revenue in the promo products market.

Deluxe/Safeguard

(asi/316203)

Deluxe/Safeguard can trace its origins back to the invention of the checkbook and has grown from print payments to promotional products in its 110-year lifespan. In that time, the company has seen plenty of historic ups and downs, and right now is dealing with tariffs and affected marketing budgets on top of last year’s nearly 6% sales decline. “Reduced budgets and shorter lead-times kept things interesting in 2024,” says Jody Telander, senior director of merchandising for promotional solutions. “We attribute this to customers making purchasing decisions closer to need and an overall feeling of uncertainty across the economy. This required our team to come up with creative solutions to meet fluctuations in demand.”