Counselor Top 40 supplier S&S Activewear (asi/84358) has acquired fellow Top 40 firm alphabroder (asi/34063), bringing together two of the largest suppliers in the promo industry. Financial terms of the deal weren’t disclosed.

The transaction is expected to be complete later this year, and the companies will continue to go to market under their respective brands and existing distribution channels. The suppliers said they have “satisfied the regulatory review needed to complete the transaction.”

“We are pleased to reach an agreement that unites two great companies and positions the S&S Activewear and alphabroder family of employees, customers and vendors for long-term growth,” said Frank Myers, S&S Activewear CEO and a member of Counselor’s Power 50 list of the most influential people in promo. “With the addition of alphabroder’s dedicated and experienced employee base, strong portfolio of brands and distribution capabilities, we will not only expand our product offering, but will also accelerate our investment in the customer experience, including our marketing, technology and supply-chain capabilities.”

As part of the transaction, S&S Activewear intends to make significant investments in technology, the integration and expansion of its sales force, its supply chain and distribution capabilities, and the employee experience to create what it says is an organization that delivers significant benefits to its customers and industry partners. The companies said Myers and Dan Pantano, CEO of alphabroder and also on the Counselor Power 50, will lead a multiyear integration process to position the company for long-term growth.

Pantano added that his company was thrilled to have found a partner in S&S Activewear. “Alphabroder has created one of the industry’s leading brand portfolios, and together with S&S Activewear, will benefit from an even stronger and deeper supply-chain network backed by integrated marketing and order fulfillment capabilities,” Pantano said.

S&S Activewear is the second-largest supplier in the promo industry; Counselor estimated the apparel firm generated $2.1 billion in revenue in 2023. Alphabroder is the third largest and reported just over $2 billion in revenue for last year.

Combined, the two companies accounted for over $4.1 billion in 2023 revenue – a figure that would potentially supersede Counselor Top 40 supplier SanMar (asi/84863), which had an estimated with guidance revenue of $3.6 billion last year.

Private equity firm Clayton, Dubilier & Rice is the majority stakeholder in S&S Activewear, acquiring the promo supplier in 2021. Alphabroder was previously owned by private equity firm Littlejohn & Co., which had acquired the supplier in 2012.