Top 40 firm alphabroder (asi/34063), the promotional products industry’s second-largest supplier, says it has centralized all its apparel and hard good offerings on one tech-enhanced website, and unified its company identity under a single banner.

The Trevose, PA-headquartered company has formally announced the launch of what it describes as a one-stop solution on alphabroder.com. The site features the full assortment of alphabroder apparel and, now, also the complete line of hard goods from Prime Line (asi/79530).

Primeline.com is being sunsetted, and distributors visiting that web destination will be redirected to the alphabroder site.

There, they’ll find what executives described as a streamlined and service-improved experience, including an end-to-end product decorator/configurator and the ability to track an order through the entire soups-to-nuts production process.

Distributors can also view their order history for both apparel and hard goods, and get inventory visibility for all products. Through the decorator configurator, distributors will be able to do things like upload art, save art, create virtuals/proofs and more.

“Alphabroder is committed to evolving to better serve our customers and partners,” said Dan Pantano, president and CEO of alphabroder and a member of Counselor’s Power 50 list of promo’s most influential people. “The enhanced alphabroder.com will streamline the ordering process in a way that hasn’t been done before.”

“We think it’s important to modernize and streamline to help make our distributor customers more competitive in today’s media and marketing world,” said David Clifton, chief marketing and customer experience officer at alphabroder. “This is our investment in the industry.”

In 2017, alphabroder acquired Prime Line, which was at the time a Top 40 supplier. Prime Line then became a company/hard goods division within alphabroder, executives said.

Over time, alphabroder and Prime Line were largely integrated on the back-end but the entities maintained what was something of a separate front, with the different websites, for example. Now, Prime Line is fully under the alphabroder umbrella, with the name Prime Line serving as a descriptor of alphabroder’s hard goods but not being a distinct entity, Clifton noted. “Distributors will have just one account for buying apparel and hard goods through alphabroder,” he said.

Based on reported 2021 North American promotional products revenue of $1.7 billion, alphabroder ranked second on Counselor’s most recent list of the largest distributors in the industry.