ADG Acquires The Deerfield Collection
November 29, 2011
Counselor Top 40 supplier ADG Promotional Products
(asi/97270) has acquired the Deerfield Collection (asi/48965), the companies have
announced. Financial terms of the deal, which will go into effect on January 1, 2012, were not
disclosed. "This is a good fit for us and an opportunity to add some brand
recognition to our already good line of products," said Bill Mahre, president of ADG,
in an interview yesterday with Counselor. "There's no duplication of
products and we'll be able to do some cross promotion."
Per the terms of the transaction, ADG
will market, sell and provide customer service for Deerfield
items, essentially making the deal a brand acquisition. All Deerfield
products, including wall calendars and greeting cards, will continue to be
manufactured by Thayer Publishing in Mankato, MN.
ADG will feature Deerfield
products in its 2012 catalogs, which are scheduled to ship during the final
weeks of December. "We'll be doing some marketing and you'll see us with
the Deerfield products at tradeshows next year and on
our website," said Mahre. "We see
substantial upside and potential in this deal."
While not commenting on specifics, Mahre
said ADG increased its sales this year.
"We're on track to hit our budgets for revenues and profitability in
2011," he said. "We had a solid year." The company, known for
providing Saratoga pens and
Windmill planners, employs 240 people during peak periods of manufacturing.
Counselor estimates ADG's 2010 North American ad specialty sales were $46.6
million, ranking it as the 30th largest supplier in the industry.