News January 05, 2026
Proforma Printhouse Signs Deal To Acquire On Purpose Branding
The deal marks the Proforma affiliate’s fifth acquisition in five years.
Key Takeaways
• Proforma Printhouse (asi/491465), a MI-based affiliate of Counselor Top 40 distributor Proforma (asi/300094), announced its fifth acquisition in five years, adding On Purpose Branding (asi/270903) to its portfolio.
• On Purpose Branding will rebrand as Proforma On Purpose Branding. Owner Dan Hartlieb will remain in his role to ensure a smooth transition, citing strong cultural and business alignment between the two family-owned companies.
• Backed by Proforma’s global resources and e-commerce platform, Proforma Printhouse continues its expansion strategy following recent acquisitions in 2024.
Proforma Printhouse (asi/491465), the Kalamazoo, MI-affiliate of Counselor Top 40 distributor Proforma (asi/300094), has announced plans to acquire fellow MI distributorship On Purpose Branding (asi/270903). The deal marks Proforma Printhouse’s fifth acquisition in five years. Financial terms between the two companies were not disclosed.
“Acquisitions like this one are a true testament to Proforma’s vision for growth,” said Derek Boyer, vice president of sales and industry recruiting at Proforma. “By bringing together the strong foundations of both organizations, Proforma On Purpose Branding emerges as a unified force, delivering innovative, customer-focused solutions.”
Proforma Printhouse was established in 2009 and is owned by Brad, Michelle and Rielly Troyer and backed by the global resources of the Proforma network. Proforma Printhouse provides print, promo products, branded apparel, signage and marketing support services.
“When we were deciding what the next step was for On Purpose Branding and who we wanted to continue the legacy of the business we’ve built, we knew Proforma Printhouse and the Troyers would be an excellent home,” said On Purpose Branding owner Dan Hartlieb, who will remain in his current role to ensure a smooth transition. “Not only are the cultures of our organizations a great fit, but the strengths of our businesses complement one another as well.”
Both companies are family-owned and operated, which made the pair a particularly strong match, according to Proforma Printhouse. On Purpose will go by the new name Proforma On Purpose Branding to reflect the new ownership.
Other Proforma Printhouse acquisitions include a deal with Proforma Marketplace, which it purchased in November 2024 and Ad-Wise Promotions/Christman Screenprint, which it bought in February 2024.
“We are grateful that On Purpose Branding put their trust in us to take over their customers,” said Brad Troyer. “We are excited to provide them with the same commitment to service they know, along with all of the excellent products and services that the Proforma network has to offer, including an industry-leading e-commerce platform for online company stores.”
Based on 2024 promotional product revenue of $662 million, Proforma ranks fourth on Counselor’s most recent list of the largest distributors in the industry.