Counselor Top 40 supplier S&S Activewear (asi/84358) has relaunched its hard goods division Prime Line (asi/79530) with a standalone website and expanded product lines. S&S Activewear, the second-largest industry supplier by revenue, brought onboard Prime Line, itself a former Counselor Top 40 supplier, when it acquired promo’s third-largest supplier, alphabroder, last year.

Prime Line (asi/79530), a division of Counselor Top 40 supplier S&S Activewear (asi/84358), has relaunched with a new standalone website and expanded product lines.

“The industry has spoken and we’ve listened – Prime Line’s fresh vision brings a strong foundation of commitment to customer success, innovation and timeliness,” said Eric Levin, who was named general manager of Prime Line in November. “This relaunch is about elevating the experience for distributors with improved service, expanded product lines and a commitment to delivering the highest-quality promotional solutions in the market.”

The relaunch of Prime Line includes a redesigned website, PrimeLine.com, which the company said will enhance customers’ digital experience and make searching for products easier. In addition, the Prime Line division will feature an exclusive assortment of bestselling and new hard goods. Prime Line will also have dedicated sales and support teams focused solely on supporting distributors.

“We’re taking Prime Line to the next level,” Levin added. “Distributors can expect a brand that is more responsive, innovative and committed to their success than ever before.”

S&S Activewear’s acquisition of alphabroder last year was one of the biggest the promo industry had ever seen, bringing together two multibillion-dollar firms. Since then, the supplier has been working to integrate alphabroder’s products as a sunset of the alphabroder brand draws near. Alphabroder had acquired Prime Line in 2017, incorporating it into its brand lineup. S&S Activewear was solely an apparel supplier before bringing on Prime Line and has turned it into a standalone division, in part as a way to emphasize its entry into hard goods.

Founded in 1988 and headquartered in Bolingbrook, IL, S&S Activewear offers more than 100 brands, with over 4 million square feet of warehouse space across North America. The supplier ranked second on the most recent Counselor list of top companies, with estimated 2023 North American promotional products revenue of $2.1 billion.