Pro-Ad Ltd., a 40-plus-year-old U.K.-based promotional products distributor, has acquired Corporate Recognition Ltd., a well-established distributor of branded business gifts and corporate merchandise. Financial terms of the deal weren’t disclosed.

The acquisition reflects Pro-Ad’s ongoing commitment to growth, innovation and delivering excellence in customer service, according to the firm, which noted that the deal helps strengthen Pro-Ad’s market position.

Pro-Ad Ltd., which recently acquired Corporate Recognition Ltd., holds a merchandising expo every other year, bringing together suppliers across the United Kingdom.

“We’ve known and respected the team at Corporate Recognition for many years,” said Carlo Nardini, managing director of Pro-Ad. “They’ve built a business based on trust, reliability and a genuine commitment to their customers – values we hold dear at Pro-Ad. We’re excited to welcome them into the fold.”

Corporate Recognition, known for its personal service and loyal customer base, is a natural fit for Pro-Ad’s family-run, customer-first approach, Pro-Ad noted. The integration will broaden Pro-Ad’s client network and bring fresh talent and expertise into the organization.

Carlo Nardini, Pro-Ad Ltd.

“This acquisition is an exciting step for us,” Nardini added. “Not only does it strengthen our relationships with suppliers, but it also reaffirms our position as a leading promotional merchandise distributor, committed to delivering exceptional solutions backed by the friendly,knowledgeable service our customers have come to expect.”

The European promo market, as a whole, topped $14.24 billion in 2024, according to exclusive ASI Research. The United Kingdom, the second-largest market in Europe, had an estimated $2.096 billion in annual promo distributor sales in 2024.