Counselor Top 40 distributor Proforma (asi/300094) is adding to its ranks. The Cleveland distributor announced this morning that one of its owner companies, Metro Printed Products Powered By Proforma, has completed the acquisition of Promotion Concepts Inc., a $3 million promotional distributor headquartered in Kalamazoo, MI.

“We are honored to carry forward the legacy of Promotion Concepts and build upon the foundation that the former owner, Laurene Powers, has established,” said Metro Printed Products Co-Owner Tracy Webb. “With Ashlyn Powers, Laurene’s daughter, staying on as a key member of our team, we are excited to introduce streamlined solutions to clients while ensuring a seamless transition and continued excellence in customer service.”

Metro Printed Products Powered By Proforma is in the process of creating a new company stores program, too.

“I’m thrilled to join Tracy and Marlo’s [Webb] team and continue serving our clients under the Metro Printed Products Powered By Proforma brand,” Powers said. “I am excited to initiate new, innovative solutions and expanded print capabilities that Proforma brings to the table. I truly can’t wait to help our customers reach their next level of success.”

The two companies finalized the acquisition effective Jan. 1, 2025. Financial details of the acquisition were not disclosed.

Proforma ranked fifth on Counselor’s most recent list of top distributors, with 2023 North American promotional products revenue of $638 million.