Polyconcept North America (PCNA; asi/78897) is calling it one of the biggest brand partnerships in the company’s history – and a major sales opportunity for distributors.

The fourth-largest supplier by revenue in the North American promotional products industry is referring to its just-inked deal with Hydro Flask, a popular retail drinkware brand synonymous with an outdoor lifestyle, healthy living and sustainability.

Hydro Flask drinkware combines style, performance and durability, including features like its proprietary Color Last powder-coat finish and easy-carry Flex Cap with Honeycomb insulation.

The partnership will begin with PCNA bringing five Hydro Flask styles to promo. Distributors can begin ordering any of the three bottles, coffee mug and tumbler starting Aug. 1. Hydro Flask drinkware typically contains features like pro-grade stainless steel, double-wall vacuum insulation and a proprietary dishwasher-safe finish. Inventory will arrive with PCNA in mid-September.

Speaking of stock: So convinced is PCNA of Hydro Flask’s appeal that the supplier has made what executives described as an unprecedented inventory investment for a retail brand launch, securing some 350,000 units as part of its initial batch.

“Our investment has broken all records in terms of how much inventory we’ve purchased,” said Liz Haesler, PCNA’s global chief merchant. “We’ll have the stock to service large orders. We really believe this brand will perform.”

PCNA, which will also provide decoration services on Hydro Flask products, believes it has good cause for the confidence.

PCNA’s drinkware sales are up 60% since 2019, while retail brand sales in the supplier’s portfolio have risen 170% relative to the same year, executives said. Across promo in 2021, drinkware accounted for 9.7% of industry sales – the largest annual percentage since at least 2008 (and likely ever), according to ASI’s 2022 State of the Industry report.

All that suggests the marketplace will prove fertile ground for Hydro Flask sales, executives said. Furthermore, the Bend, OR-based brand places a sharp emphasis on sustainability – another appeal-point as customers increasingly look to source more eco-conscious products from more environmentally minded companies, PCNA asserted.

Beyond making products that inherently encourage reuse, Hydro Flask is involved in initiatives like Refill for Good, which aims to significantly reduce single-use plastic bottles on college/university campuses. Through its Parks for All program, Hydro Flask supports nonprofits that build, maintain, restore and provide equitable access to parks. As part of the program so far, Hydro Flask has donated $2.5 million.

We appreciate a good challenge. And this fall, we want to eliminate 2 million single-use plastic bottles on college campuses. Sure it’s a lofty goal and we can’t wait to smash it! Help us get there by stepping up to the #2MillionBottleChallenge https://t.co/q3WfY891MD pic.twitter.com/5vLmHf4EZd

— Hydro Flask (@HydroFlask) July 7, 2022

Michelle Bertocchi, Hydro Flask sales manager in the customization channel, said PCNA’s own environmentally focused initiatives are one of the reasons the brand decided to partner with the supplier.

PCNA has been a member of 1% for the Planet since 2019, donating 1% of eco-product sales to environmental nonprofits – over $500,000 to date. The supplier, which has a collection of about 250 eco-friendly products, also this year launched ProudPath, a platform to help distributors meet their customers’ environmental and social responsibility objectives with forward-thinking retail brands and eco-friendly products. Hydro Flask items will be part of ProudPath.

“Partnering with PCNA is a no-brainer,” said Bertocchi. “As the world’s bottle leader, we wanted to partner with the world’s top promotional products supplier. PCNA has made an extraordinary inventory commitment, is the only supplier we trust to decorate our products and offers an unmatched ability to deliver orders quickly for distributors and their customers.”

Partnerships between suppliers and brands have led to a large influx of retail lines into the promo products industry in recent years. The trend is expected to continue. PCNA carries more than 50 retail brands.

“The trend in corporate gift-giving has clearly shifted toward well-made, premium-quality products, even at slightly higher price points,” Haesler said. “Choosing these types of gifts – gifts people would buy for themselves – creates a real connection that’s well worth it.”

PCNA reported 2021 North American promo products sales of $696.4 million, good enough to rank the firm fourth in Counselor’s latest list of the industry Top 40 largest suppliers.

Promo for the Planet is your destination for the latest news, biggest trends and best ideas to help build a more sustainable and socially-responsible industry.