Two Southeast-based distributors are joining forces.

Atlanta-based Booker Promotions (asi/142800) has inked a deal to acquire Advance, NC-based Custom Advertising (asi/173036). Financial terms of the deal weren’t disclosed.

The acquisition will expand Booker Promotions’ footprint in the Southeast, allowing it to deliver more innovative and customized solutions, according to the company. Custom Advertising will now operate under the Booker name.

Founded in 1994, Custom Advertising is a full-service branding and marketing agency. It offers in-house branding capabilities, including screen printing, wide-format printing, embroidery, heat press, laser etching and more.

“Custom Advertising has built a strong reputation for quality, creativity and customer service,” said Shimon Kaminetzky, partner at Booker Promotions, Inc. “We’re excited to welcome their talented team and loyal clients into the Booker family. Together, we will continue to drive growth and deliver exceptional client experiences with our signature white-glove service.”

Kaminetzky added that Dave Watson, owner of Custom Advertising, will maintain his leadership role at the company.

“After a lengthy two-year search and many conversations, I found a partner that shares the same passion and energy,” said Watson. “Partnering with Booker Promotions allows us to scale our capabilities while maintaining the personalized service our clients expect.”

Founded in 1920, Booker Promotions offers e-commerce solutions, overseas sourcing capabilities, custom design, and fulfillment and kitting services. The firm serves customers across the U.S.