Counselor Top 40 distributor Overture Promotions (asi/288473) has acquired Eco Promotional Products (EPP, asi/185797), an e-commerce merch company that specializes in selling environmentally and socially responsible promotional products.

Financial terms of the deal were not released. Executives said that EPP employees are joining Overture. Michelle Sheldon, former owner and CEO of EPP, is stepping down, but will coordinate with Overture leadership to ensure a smooth transition.

Jo Gilley, Overture Promotions (asi/288473), and Michelle Sheldon, Eco Promotional Products (EPP, asi/185797).

“We are thrilled to be adding this passionate team of sustainability experts,” said Jo Gilley, CEO of Overture and a member of Counselor’s Power 50 list of promo’s most influential people. “We will use their product and supply chain scorecards in our customer webstores and will apply our in-house services to expanding their customer relationships – a win for all of our customers.”

Sheldon founded EPP in 2008. The firm is a certified B Corporation that’s been on a mission to provide environmentally and socially responsible merch – an impetus inspired by Sheldon’s time living and working in the Netherlands.

From that experience, Sheldon formulated EPP’s approach to business, which includes a proprietary supplier and product scorecard system that tracks and measures Environmental, Social, and Governance (ESG) and Corporate Social Responsibility (CSR) performance.

“It was important to me to find the right successor for Eco Promotional Products, which has been growing year after year,” said Sheldon. “I knew right away that Overture had the right culture, core values, focus on sustainability, leadership, and resources to make an even bigger sustainable impact.”

EPP’s clients include public sector customers and non-profits, such as colleges and universities, government entities, waste management providers and environmental groups. The firm also serves customers in the private sector.

Based on reported 2023 North American promo revenue of $122 million, Overture Promotions ranked 23^rd on Counselor’s most recent list of the largest distributors in the industry. The firm said that 2024 North American promo revenue was about $130 million.

For sure, sustainability has been a focus for Overture Promotions, too. The minority-owned, woman-led company achieved a 2023 Silver EcoVadis rating. Overture Promotions offers in-house services that include global sourcing and shipping, graphic design, webstore development, screen printing, embroidery, kitting and pick pack.

Westbridge Capital, a Canada-based private equity firm, is the parent company of Overture Promotions and backed the acquisition of EPP. In September, Overture Promotions announced that it had acquired Sweden-based Brandon, a distributor that reportedly generated $22 million in revenue in 2023. Both EPP and Brandon are now part of Overture’s Overture Marketing Group, an international promo business unit that has plans for more acquisitions and geographical expansion.

Blockbuster acquisitions involving Counselor Top 40 firms, international business purchases and a flurry of smaller domestic deals made 2024 arguably the most momentous year ever for mergers and acquisitions in the promotional products industry. The dealmaking has continued in 2025’s early days.