Richmond-based distributor Boost Promotional Branding (asi/282470) has announced the acquisition of Nashville-based Sanders Marketing Group (asi/318080). Financial terms of the deal, which was made public on September 19, were not disclosed. Per the agreement, Sanders Marketing Group will immediately begin operating under the Boost name.

“The Sanders team has been one of the most respected resources for branded merchandise in the Nashville region, and we welcome them to the Boost family,” said Jeff Hall, principal and chief strategist at Boost. “In addition to having a tremendous following in the business community, their associates are active in the industry. Serving on regional associations and helping raise the professional expectations aligns perfectly with many of the Boost values.”

All of Sanders’ full-time associates will remain with Boost, the companies said. Boost is also moving one of its reps who lives in the Nashville area into the old Sanders’ office, and has plans to hire others in that market. Jimmy and Eric Sanders, who have led Sanders Marketing, will be transitioning out of their roles as they approach retirement.

Boost Promotional, which recently changed its name from NewClients following a rebranding, was founded in 1981 and serves about 5,000 clients across in the U.S. The firm’s deal with Sanders is its second acquisition of 2017, following its purchase of EBSCO Creative Concepts in April.