News CANADIAN NEWS January 06, 2025
St Regis Group Announces Rebrand
Moving forward, the Counselor Top 40 supplier will be known as SRG.
Key Takeaways
• Rebranding & Expansion: St Regis Group will now be known as SRG (asi/84592; Canada, 84595) as it celebrates its 25th anniversary. This change signifies the company’s expansion in product offerings beyond awards.
• Significant Infrastructure & Workforce: SRG will continue to operate 400,000 square feet of manufacturing and warehousing space and employ more than 400 people across its two locations in the U.S. and Canada.
• Strategic Partnerships & Recognition: In recent months, the company has formed partnerships with notable retail brands like RIEDEL and Cerruti 1881 and welcomed key executives. Last summer, it made its debut on Counselor’s Top 40 supplier list.
A supplier of high-end recognition products and corporate gifts has rebranded.
Counselor Top 40 firm St Regis Group will now operate under the name SRG (asi/84592; Canada, 84595). The brand refresh comes as the supplier celebrates 25 years of business.
SRG (asi/84592; Canada, 84595) says the rebrand reflects its continued expansion beyond awards into corporate gifts and lifestyle products.
“Our new name signifies more than a fresh look,” said Richard Firkser, founder. “It’s the next step in our exceptional growth and modern approach as a service-oriented organization. While awards remain at the heart of what we do, we’ve expanded into diverse categories like drinkware, barware, pens, journals, housewares and kitchenware. As a premier giftware supplier and with more products being added to our lineup, we’re committed to offering innovative solutions that motivate, reward and inspire beyond recognition.”
SRG will continue to maintain its 400,000 square feet of manufacturing and warehousing space and over 400 employees across locations in Itasca, IL, and Markham, ON, and the St Regis name will live on as an awards brand in the SRG portfolio.
In the past year, the company partnered with a number of retail brands, including RIEDEL glassware and fashion house Cerruti 1881, and appointed several key executives. The company also made a splash with specially designed PlastEco awards for Counselor Top 40 distributor Genumark (asi/204588). In 2023, Chief Revenue Officer Merrick Falkenstein was inducted into the Promotional Products Professionals of Canada Hall of Fame.
With 2023 North American promotional products revenue of $68.8 million, the supplier made its debut at 26th on Counselor’s most recent list of the industry’s largest suppliers.