News April 29, 2026
Boundless Inks a Deal To Acquire Wet Paint Group
The Counselor Top 40 distributor says the deal will enhance its onsite brand experience and event activation capabilities.
Key Takeaways
• Counselor Top 40 distributor Boundless (asi/143717) is expanding into live, onsite brand experiences through its acquisition of wet paint group.
• The deal strengthens Boundless’ “merch as media” strategy, enabling clients to use promotional products as part of intentional, in-person brand moments.
Boundless (asi/143717) is adding live activations and onsite experiences to its suite of offerings.
The Counselor Top 40 distributor has inked a deal to acquire the wet paint group, a firm that offers onsite gifting experiences and live brand activations for corporate meetings, incentive trips, executive events and other in-person engagements.
According to Boundless, the deal will allow the company to help clients create stronger brand engagement in person, during moments where the experience itself drives overall value. It’s a path that the Austin, TX-based distributor, which brands itself as “your merch media agency,” has already begun to embark on, especially as the promo industry increasingly moves toward a “merch as media” model where promotional products aren’t simply a giveaway, but part of a larger, more intentional brand experience.
“We’ve been building Boundless to help clients use merchandise more strategically across the full brand experience,” says Aaron Hamer, CEO of Boundless and a member of Counselor’s Power 50 list of the most influential people in promo. “Wet paint brings a level of creativity, care and accountability that aligns perfectly with where the market is heading. Today’s clients expect more than products – they expect meaningful experiences that create real connection in the moment and leave a lasting impression long after the event ends.”
Boundless and wet paint group say their partnership delivers onsite moments that are grounded in purpose, integrity and measurable impact.
“From the beginning, we believed gifting should never be an afterthought – it should be a meaningful part of the experience,” say wet paint group founders Doug and Dana Chorpenning. “That belief is rooted in doing the right thing for our clients and their audiences. Boundless shares that mindset, and together we have an opportunity to deliver remarkable experiences at scale while holding ourselves to the highest standard of execution.”
In 2024, Boundless acquired former Counselor Top 40 distributor Touchstone, expanding its capabilities in creative services, warehousing/fulfillment and enterprise technology systems. Based on 2024 North American promotional products revenue of $148 million, Boundless ranks 18th on Counselor’s most recent list of the largest distributors in the industry.