The 2025 Counselor Top 40 list reveals a promotional products industry in flux, marked by major consolidation and tariff-driven adaptation. The absence of long-time leader alphabroder, acquired by S&S Activewear in a record deal, signals a structural shift that overseas chemical buyers—especially those supplying inks, adhesives, coatings, and textile auxiliaries—should monitor closely for changes in sourcing patterns and demand stability.
Consolidation reshapes supplier landscape
The biggest story is the disappearance of alphabroder (asi/34063), a decades-long top-tier supplier with $2 billion in 2023 revenue, after its acquisition by S&S Activewear (asi/84358). This deal, the largest in promotional products history, underscores consolidation at the highest levels. For chemical suppliers serving this sector, such mergers can lead to centralized procurement, altered product specifications, and shifts in demand for raw materials like plastisols, screen-printing chemicals, and garment finishes.
Tariff challenges test supply chain resilience
Counselor Top 40 firms, like all promo companies, are grappling with tariff uncertainties. Despite these headwinds, the list shows resilience: many suppliers maintained or grew sales in 2024. For chemical distributors and manufacturers, this signals continued demand for inputs used in apparel decoration, imprinting, and promotional item production. However, tariff-driven cost pressures may prompt buyers to seek alternative sourcing or lower-cost chemical alternatives.
Top performers and growth trends
SanMar retained the top spot with $3.8 billion in 2024 promo sales, up 5.6%. S&S Activewear surged 70.9% to $3.6 billion, largely due to the alphabroder acquisition. Other notable growers include World Emblem (+45.0%), Showdown Displays (+24.5%), and OTTO International (+23.5%). These companies likely increased consumption of chemicals for imprinting, adhesives, and display materials. Conversely, declines at firms like Goldstar (-28.5%) and Bag Makers (-9.7%) may indicate reduced demand for certain chemical-intensive products.
What buyers should watch
Overseas chemical suppliers should track the procurement strategies of top promo firms, especially S&S Activewear and SanMar, as they consolidate and optimize supply chains. Tariff impacts may drive shifts toward domestic or tariff-friendly sourcing of chemicals and intermediates. Additionally, the growth of companies specializing in custom imprinting and display products suggests steady demand for specialty inks, coatings, and adhesives. Monitoring these trends can help chemical exporters align product offerings with evolving market needs.
China sourcing context
While the Counselor Top 40 focuses on U.S./Canada promo sales, many of these suppliers source apparel, bags, and promotional items from China and other Asian markets. Tariff uncertainties may accelerate nearshoring or diversification of sourcing, affecting demand for Chinese-made chemicals used in production. Chemical exporters in China should prepare for potential shifts in order volumes and specifications as promo companies adapt to trade policy changes.
Source: Read the original report | Published: July 23, 2025